Rugby League: Sonny Bill Williams embracing role as alpha of Toronto Wolfpack

One of the world's great stadiums, home to Arsenal Football Club, Emirates Stadium has unveiled one of rugby's greatest brands, Sonny Bill Williams.

Toronto Wolfpack's latest signing has been thrown straight into a publicity drive.

"How are you going, Lloyd? Good to see you again brother," Williams asked Newshub's Europe correspondent.  

Williams' star-power is being likened by his new bosses to David Beckham and LeBron James.

But does he feel that pressure?

"Nah not really," Williams said. 

That level-head, and humility has become the trademark of the tail end of his career and it's helped Williams deal with the high stakes connected to being the new alpha of a Wolfpack hungry for success.

"Instead of looking at the challenge as 'what if I fail?', it's 'what if we succeed and I'm part of it'," Williams told Newshub.

Sonny Bill's brand will be milked for all it's worth, whether it's interviews to get face time, or being on massive billboards - expect him to be everywhere. 

"Unapologetically we are signing Sonny Bill to make people take note of the product. The fact he's an exceptional player is just icing on the cake," Wolfpack coach Brian McDermott said. 

"Good on them. And God willing it takes off," Williams added.  

As for when Williams decided to join Toronto, it was at the Rugby World Cup in Japan last month. 

"When we got knocked out after England, that's when we started having these conversations," Williams said. 

While he knows another code swap might frustrate his critics, he's not fussed.

"I've been arrested, I've been hated by the public more than the Bali bomber, and I've experienced the highs of what sport has to offer as well."

Sonny Bill Williams hopes this new, and possibly final, the chapter will offer the highs he's enjoyed at almost every stop of his illustrious career.