In light of Dan Carter’s deal, what type of deal will Sonny Bill Williams get if he stays with New Zealand Rugby Union (NZRU)? The NZRU, I believe, will weigh up the options and then see whether the demands of Khoder Nasser are worth the effort.
Creative contracts like Carters won’t be the norm. I believe these will only be reserved for the ‘elite’ players.
I can hear the ‘everyone should be treated equally’ argument already but these are just the harsh realities of global professional sport. Nice work if you can get it.
First off, I believe we have to try and see what is the end game for both parties. Then we have to see if the demands on both sides are ‘fair and just’. What that means to either side remains to be seen.
For the NZRU it’s easy. They want a successful All Blacks team, as well as strong Super Rugby and ITM Cup teams that also are financially viable.
They would also want to keep or even increase the prestige of the All Black jersey which would help them retain their younger talent.
For Sonny Bill Williams it’s a little different. He wants to be remembered as a great professional sportsman.
This would include being a great All Black and boxer, as well as being able to set himself up for life after rugby.
Assuming that these are the goals of each party, here’s what I believe each brings to the table.
Sonny Bill Williams
Rugby Player: Skill set wise, he has something that no other player has (yet) and thats his consistent offload. His passing game both sides is OK. The 2010 ITM cup showed that he could produce long balls but this has not been used much in the 2011 Super season yet.
Physically he is a world class athlete. His history in league and his New Zealand rugby games has shown that his form is fairly consistent. In union he is now hitting his straps and has been consistently improving as the season goes on.
He also seems to thrive in the big games. This is crucial considering the Rugby World Ccup. Against the Sharks, Stormers and Bulls a lot of the buzz was all about how SBW would handle playing against world class centres. He played very well in these games and actually seemed to thrive on it.
The Cheetahs handled him well but I’m not sure thats a fair game to judge him on because of the injury he picked up early in the first half.
Sonny Bill offers the All Blacks more options in attack than any other midfielder. He breaks tackles and makes ground as well as any of the top midfielders and his offload gives him a point of difference. His work rate off the ball is also underrated.
Another massive bonus is the amount of space he creates for others. The ‘blueprint’ that the Cheetahs came up with is a two man tackle and a third hitting the support runner. In a perfect setting, that’s three tacklers for two attackers, leaving holes elsewhere.
One on one he is one of the best defenders in New Zealand. As a back-line player, his decisions need work but its not so bad that its a major concern. He will be working hard to improve this.
Marketing: For someone who has only played in four Tests, Sonny Bill’s profile is on par with Dan Carter and Richie McCaw in terms of highest profile All Blacks.
Fair or otherwise, that’s just the reality. He has a huge fan-base. Just check out the amount of YouTube clips fans have made of him. Some people just have that ‘superstar’ aura about them. Like Jonah Lomu, Williams has always been a huge hit with the kids.
The goodwill that he generates for grassroots rugby is huge.
Public interest (good or bad) in SBW is always high wherever he goes and this normally adds to the gate takings as well as the TV ratings. How much is debatable but it’s safe to say that SBW brings public interest.
Recruitment: As weird as it sounds, keeping Sonny Bill in New Zealand I believe would also help keep the younger players in New Zealand.
Like Carter and McCaw, players would aspire to play with and against Williams. He would also be able to pass on his offloading skill set to other players.
All in all, SBW ticks all the boxes for the NZRU in what they are trying to achieve in the big picture. He brings options as a player, public interest as marketing machine and exposure to a different skill set for coaching.
The boxing clause I believe will be the biggest sticking point. It’s hugely divisive with the public and administration.
New Zealand Rugby Union
All Black Jersey: If you want to be remembered as a great rugby player you have to perform consistently at test level. Playing for the All Blacks also legitimises that you are an elite player.
Playing in Europe just doesn’t have that appeal. No amount of money will ever buy you that honour.
Home: New Zealand is home for Sonny Bill Williams. His family and friends are close-by, and even for the most professional athlete its not always fun playing so far away from your family and friends.
Marketing: Sonny Bill Williams gets the biggest bang for his buck ‘brand’ wise in NZ. In Europe, he would just be a gifted club player who boxes on the side. In terms of growing his brand for sponsors he would be competing in a market that is very football dominated if he went to Europe.
Boxing: Rightly or wrongly, Sonny Bill Williams and his camp believe that he can make it in boxing.
Most boxers spend years fighting in small shows and building a profile before they can make any decent money. SBW already has the profile. He just needs to develop his skills.
If he can fight about three times a year for the next four years (if he’s still around) he could have approximately 15 – 16 fights under his belt while still a part time boxer. He would have earned some big paydays as well. That would put him in a good stead if he were to concentrate on it full time.
The Pay-Per-View (PPV) money would be directly linked to the profile that he gets by playing union and being an All Black. South Africa would be a new market for his PPV numbers which would only increase his pay packet.
Even Europe could possibly be a market because of the profile that the All Blacks have. Sonny Bill Williams could potentially have more PPV’s than Mundine ever did because of the different markets that his brand will have access to.
The negotiations will be won or lost on the boxing clause I believe. His NZRU salary would be important but not the main issue. An option to play in Europe will also probable be sought after as well but the boxing clause will be the main game.
There is so much potential for massive PPV boxing paydays further down the track. Putting the boxing on hold until he finishes his playing days would put him years back in his development as a boxer and a drawcard.
Personally I don’t think league has a chance of getting him because that would harm his boxing goals. My money is on Sonny Bill Williams staying in New Zealand for another two years.
Whichever way SBW chooses, one thing is for certain. His ‘brand’ and his bank balance are going to be far better off than if he stayed in league.
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