"You can just see the hype, the edge he brings, as well as the fans," United States captain Joseph Paulo said. "People get excited when he's around. I arrived here in the U.K. a week ago and I saw him on the back page of the newspapers. He's putting the World Cup out there."
Whatever team, whatever sport, Williams is a winner. Everything he touches turns to gold. It's no surprise New Zealand went to such lengths to get him in its squad for the upcoming World Cup.
From second-favourites behind Australia, suddenly there's nothing between the two archrivals, who are expected to meet in the final at Manchester United's Old Trafford on Nov. 30.
That would be a repeat of the 2008 final, which the Kiwis won 34-20 in Brisbane against all odds.
"He brings the quality of someone who has excelled in three different sports, I think that takes a bit more than just talent," New Zealand coach Stephen Kearney told The Associated Press. "That takes a drive that exceeds talent.
"It's about a guy who wants to be the best he possibly can. He'll turn over every stone to make sure he is. For me, that's a real benefit for us as a group."
Kearney had already selected his World Cup squad by the time Williams expressed a desire to play. Kearney subsequently - and controversially - dropped Melbourne Storm backrower Tohu Harris after being given approval by tournament organisers to make a late change.
"To tell a player who'd been selected in the squad that he won't be there is tough," Kearney said. "But I will take full responsibility for that. But for us, we are thinking about after the decision has been made. We just have to cop it."
Williams is worth the trouble he often brings. With tattoos covering his bulging biceps, he is a dynamic, powerful, skillful player who can play in a handful of positions. He has a wonderful offload and makes big plays at big times.
And, as Australia coach Tim Sheens says, he "puts a lot of bums in seats."
"He lifts the profile (of rugby league)," Sheens said. "He gives (New Zealand) a world's best in-position player ... It raises New Zealand's chances tremendously. Just the confidence it gives the Kiwi boys.
"But for us, you'd like to think if you are going to win this tournament, you'll win it against the best players in the world, not against a team down in numbers."
Williams is looking to become the first player to win the World Cup in both league and union, which will mark him out as one of rugby's greats. He is set to return to union in time for the 2015 World Cup in England, so is chasing three world titles in four years.
Controversy has attracted Williams, who was involved in some alcohol-fuelled incidents early in his career. He also walked out on a contract with the Bulldogs in the NRL in 2008 to play rugby union for Toulon in France, earning him a ban from the Australian league for five years.
But he also attracts fans - and that is why organizers are delighted to see him play in a tournament that is always a hard sell, with rugby league widely regarded as the inferior code.
"I went to South Africa and I said I play rugby league," Paulo recalled. "And this young kid, he was only about 8 years old, he said, 'Sonny Bill Williams, Sonny Bill Williams!' I thought, 'Wow, this guy really is big all around the world.'"
- AP
