Olympic gold medal-winning coach Mike Hay will be Team GB's Chef de Mission at next year's Winter Games in Russia.
Hay, a former international curler, guided the British women's team - skippered by Rhona Martin -
to success at the 2002 Games in Salt Lake City.
The 49-year-old received the unanimous backing of the British Olympic Association's (BOA) Board of Directors.
"It is an absolute honour to be asked to head up Team GB at the Sochi 2014 Olympics," said Hay.
"My passion is winter sport and my ambition is to make sure that every single member of Team GB can perform to the best of his or her ability."
During his career as a competitive curler Hay won five European titles and two World Championship silver medals.
He is currently the BOA's head of sport engagement.
Mike Hay's curling record
European Championship gold medals (1996, 1995, 1994, 1988, 1982)
World Championship silver medals (1990, 1986)
European Championship bronze medal (1983)
Junior World Championship bronze medals (1984,1983)
World Championship gold medal as the alternate player/coach (1991)
Hay was director of Team GB's preparation camp in Calgary prior to the
Vancouver 2010 Olympics
and held the same role in Loughborough preceding Team GB's exceptional third-place finish at London 2012, where they won 65 medals.
Great Britain have never achieved the same level of success at the Winter Olympics, with
Amy Williams' skeleton gold
their only medal at Vancouver 2010. Their best haul, of four medals, came at the 1924 Games.
However, with the Scottish women's curling team recently securing Britain's berth for Sochi by claiming World Championship gold, skeleton world champion Shelley Rudman, leading slopestyle skier James Woods and short-track speed skater Elise Christie all performing well in recent months there is a belief that Team GB could attain significant success in Russia.
"We are not an alpine nation but I am very excited by the performances that we have seen this past season from our winter athletes," stated Hay.
"If everyone remains focused, fit and on form, we will be competitive in a number of disciplines with realistic medal opportunities."
Hay succeeds former
BOA chief executive Andy Hunt
, who stepped away from that role in February. Hunt was Britain's chef de mission at both the Vancouver 2010 and London 2012 Games.
The appointment, coming 301 days before the start of the Sochi Winter Olympics, is the first under the helm of
Lord Coe, who took over from Lord Moynihan
as the BOA's new chairman last November.
Hay's career as an administrator
- Hay was the GB Curling Performance Director and Head of High Performance Curling Programme at the Scottish Institute of Sport from 1998 to 2006.
- During this time the curling teams won World (1999, 2002, 2006) and European (1999, 2003) titles as well as an Olympic Gold in Salt Lake City (2002)
- Appointed BOA as Head of Winter Sport Engagement in 2007
"Mike Hay is the perfect person for the job of Chef de Mission at the Sochi 2014 Olympic Winter Games: he is a former athlete, a former coach and a well-respected leader within winter sport, nationally and internationally," said Lord Coe.
"I know that Mike will deliver the best possible performance environment for our Team GB athletes in Sochi as he has already coached one team to a Winter Olympic gold medal - the women's curlers in Salt Lake 2002.
Coe continued; "He knows what it takes to perform and to be a winner."
Hay will lead the Team GB delegation of approximately 50 athletes and around 50 support staff for the Sochi Winter Olympics, which start on 7 February.