Within the whacky world of Wrestling, a wrestler falls into either two categories, a ‘babyface’- the good guy or a ‘heel’- the bad guy. And to kick off another tumultuous NRL season, amidst the fresh drug scandal engulfing six clubs, and another fallen hero in Ben Barba, it is fitting that we will be referring to a wrestling term to describe the new unofficial face of the NRL-Sonny Bill Williams.
When the argument for a particular athlete’s greatness is discussed three main points are normally brought up:
- The athlete’s ability to dominate within their respected sport
- The athlete’s ability to respect the game and;
- The athlete’s ability to transcend the game.
The latter point certainly supports the argument for Sonny Bill Williams’ greatness, however, it the lack of the first two which is what tends to cause a stir amongst NRL enthusiasts.
Within the years 2004-2008, Sonny Bill definitely showed glimpses of a future dominant star. At 17 he already had the physique, he had a childlike approach to the game, which made him appealing to the youth, and he had a combination of speed and skill that the game had not seen in a long time, if ever! However, those highlights were marred by numerous injuries, which limited him to only 73 games in four and half years. Many Bulldogs’ fans expressed concern over his body’s continued breakdown and questioned whether his young physique would be burnt out before he even had the opportunity to reach his prime.
Then came the lingering issues over his contract, and fresh from signing-what was then thought to be a rich five year two million dollar deal, Sonny expressed that the next time his contract was up for renewal he would be looking to make more money. Not long after, he walked out on his teammates during the 2008 season and left the Bulldogs to collect the dreaded wooden spoon.
The NRL recognises this debate that Sonny’s come back has caused and is jumping on the SBW marketing bandwagon to help the one time ‘villain’ attract positive attention to the game. For years the NRL has chased its ‘squeaky-clean’ poster boy. Someone who appeals to both young and old, male and female, and for the fourth time in five years it has been let down by yet another off field scandal on the eve of its annual launch. Mix this with the ACC’s report on drugs within the code, and Sonny’s past discretions seem like a parking fine in comparison.
Rugby League may often be perceived as ‘too traditional’, to market its game around such a controversial star, but it isn’t naive, and it knows a money-maker when it sees one and is betting the house on the Sydney Rooster’s forward to be successful.
Williams didn’t feature in the NRL’s season opening advertising campaign only because he had yet to wear Roosters uniform in a competitive match. The NRL’s commercial director, Paul Kind, says Williams will be used “extensively” in further advertising campaigns this season.
Steve Crawely, the head of channel Nine sport says he has “never seen anything like it before where one player has dominated discussion on a season like this bloke”
Roosters’ membership sales have experienced one of the highest increases in the NRL, up 27 per cent on last year sales and during what is considered presently, a ‘tough’ commercial climate. Potential sponsors are chomping at the bit to be associated with him. Ted Hillier says Williams “has an aura about him” and is set to give the club “a big bang for its buck in terms of bums on seats”
It is this recognition from the NRL that compares favourably with the approach the WWE took in the late 90s. The much maligned wrestling company recognised the swing in culture, mostly from the new Generation Y audience, and took to creating a modern day hero- The Villain. Gone were the days when heroes told you to, “eat your vitamins”. These motivating slogans were eventually replaced with ‘bad ass’ statements such as; “that’s the bottom line, because Stone Cold said so!” This was to be known as the ‘attitude’ era, and would go on to revolutionise the way people look at that modern day hero.
This campaign took the WWE to new heights and helped it move from being a multimillion-dollar company to what is now a billion dollar corporation. Exactly how much extra revenue Williams will attract to the game through bigger crowds, increased ratings and advertising sales, sponsorship and merchandising isn’t clear. But one thing is for certain; the NRL will be rooting for the bad guy
‘And that’s the bottom line!’
By Mohamed El-Ayoubi