McBride's leadership qualities led to his appointment as captain of the British and Irish Lions in their 1974 tour to South Africa. The Test series was won 3–0, with one match drawn; the first Lions series ever won in South Africa. It was one of the most controversial and physical Test match series ever played. The management of the Lions concluded that the Springboks dominated their opponents with physical aggression, and so decided to match fire with fire. Willie John McBride instigated a policy of "one in, all in": that is, when one Lion retaliated, all other Lions were expected to join in the melee or hit the nearest Springbok.