The former England lock, who captained Bath Rugby to the EPCR Challenge Cup in 2008, believes such a mindset can inspire Leicester to a third European Cup and end their 20 seasons without a continental trophy.

“I think one thing is – and I never want to lose and I never accept it – [that] we’ve got to [do as] a team is to be able to compete, because for a long period Leicester Tigers couldn’t compete or didn’t compete,” he said. “To have any chance of success in the future, you’ve got to fight for everything.

“And that’s the behaviour that I want to have here. I think you’ve seen signs of it at Leicester Tigers that the players want to compete and they’re up for that challenge.

“If we’re a team that’s hard to beat in this competition, that will be a big step forward, because if we are, then we’re in with a shot of winning it.”

Leicester travel to Union Bordeaux-Bègles in their Pool B opener on Saturday, a team Borthwick believes his players should relish the prospect of facing despite the top-class talent in their squad.

“The thing about them, what stands out are their multiple threats,” he commented. “They’ve got a very big tight [front] five and an incredibly fast back row.

“Straightaway, it’s a full pack that can move and can hurt you with its size and physicality, and they have great speed out wide.

“You’ve got [to deal with] these multiple threats and you’ve got to be able to put yourself in a position to minimise their threats, and [find a way] to create small opportunities against them.

“I think there are opportunities, but they are a class side; they’re sitting there at the top of the TOP 14.

“We know that we’re going to have to be very good, but I also think the players will be very excited about going to Bordeaux and playing in one of these big games against a team of that quality.”

Leicester Tigers head coach Steve Borthwick has revealed he is working on instilling a mentality at the Gallagher Premiership title contenders where losing is not an option.