Advertisement
There are a fair few Muslim athletes who can transcend their own sport, to fame and stardom. There are even few who are loved worldwide for their pure honesty, public speaking and honest conversations with the general public. Few modern Muslim athletes have transcended sport and culture quite like Sonny Bill Williams. Known for his powerful runs, offloads, and versatility across rugby league and rugby union, Williams has also become one of the most visible Muslim athletes in the Southern Hemisphere. As a proud member of the New Zealand national rugby union team, he has helped shape not only New Zealand’s sporting legacy but also the global perception of Muslim athletes.
From Rugby Prodigy to Global Star
Born in Auckland to a family of Samoan descent, Williams first rose to prominence in rugby league before successfully switching to rugby union, a rare and difficult transition. His performances for the All Blacks were instrumental in New Zealand’s triumphs at the Rugby World Cup and the Rugby World Cup, cementing his legacy as one of the game’s elite players.
But beyond trophies and highlight reels, it was his personal journey, particularly his conversion to Islam in 2009, that expanded his influence far beyond the rugby field.
Openly Muslim on the World Stage
Williams embraced Islam at the height of his professional career. Rather than keeping his faith private, he lived it openly and confidently, fasting during Ramadan when possible, speaking respectfully about his beliefs, and maintaining discipline consistent with his faith.
It’s currently Ramadan at the time of writing, where I found the inspiration to write this, after reporting on Wales vs Scotland in the Principality Stadium, during the Six Nations.
I had first watched an International Rugby match, no less a World Cup match, in the Millenium Stadium, way back in 2015. Talk about full circle moments.
In a sport often associated with toughness and aggression, Williams demonstrated that strength and spirituality are not opposites. His calm demeanor, humility in victory, and grace in defeat offered a powerful counter-narrative to common stereotypes about Muslim men being harsh or extreme.
The All Blacks jersey is one of the most iconic symbols in global sport. By wearing it proudly while openly practicing Islam, Williams showed millions of viewers that faith and national pride are not mutually exclusive.
New Zealand is known for its multicultural identity, and Williams became a living example of that inclusivity. As a Muslim representing a predominantly non-Muslim country on the world’s biggest rugby stages, he helped look to normalise religious diversity in elite sport. We’re still not there yet.
Perhaps most memorably, after the 2015 Rugby World Cup final, Williams gave his winner’s medal to a young fan who had run onto the field and been tackled by security. The spontaneous act of kindness went viral worldwide and reinforced his reputation for humility and compassion, values deeply rooted in his faith. Unfortunately for me, I saw him and his All Blacks team mates ball out vs Georgia in Cardiff, in the group stages. Any spare World Cup medals, send them my way!
Speaking to Muslim Communities Worldwide
Beyond his achievements on the field, Williams has become an active speaker and mentor within Muslim communities around the world. He has delivered talks and participated in events attended by Muslims of all ages and racial backgrounds, sharing his journey of faith, discipline, and professional sport.
In these talks, he often emphasises three key themes:
Promoting Islam through character, demonstrating that faith is best represented through conduct, humility, and service rather than argument.
Positivity around rugby and sport, encouraging young Muslims to pursue excellence in athletics while maintaining their religious identity.
Maintaining strong faith in high-pressure environments, drawing from his experience in World Cup finals and elite competition to show how prayer, discipline, and self-control can anchor a person during intense public scrutiny.
By connecting sport with spirituality, Williams reinforces the idea that high performance and strong faith can complement one another. His message resonates particularly with young Muslim athletes who may feel tension between competitive ambition and religious commitment.
Challenging Stereotypes Through Character
At a time when global conversations about Islam have often been shaped by politics and conflict, Williams provided a different image: disciplined, charitable, family oriented, and community-focused. He frequently engaged in charity work, spoke about personal accountability, and emphasised gratitude.
Importantly, he did not position himself as a political spokesperson. Instead, his everyday conduct, respectful interviews, clean public image, and leadership within his teams quietly reshaped perceptions.
For young Muslim athletes in New Zealand, Australia, the UK, and beyond, Williams became proof that they could succeed at the highest level without compromising their faith. For non-Muslim fans, he humanised a religion that is so often misunderstood. He was still an All Black, but a noticeable presence in any matchday squad.
Williams’ impact extends beyond Muslim communities. Teammates and coaches consistently praised his professionalism and team-first mentality. In a locker room environment built on trust and brotherhood, his acceptance and respect demonstrated how sport can bridge cultural and religious differences.
By thriving within one of rugby’s most tradition-rich institutions, he helped reinforce the idea that diversity strengthens teams rather than divides them.
Sonny Bill Williams’ legacy is not limited to his athletic achievements. He will be remembered as a double Rugby World Cup winner, a cross-code star, and one of New Zealand’s most recognizable sports figures. But he will also be remembered as a Muslim athlete who carried himself with dignity on one of the biggest stages in sport.
I had the pleasure of meeting him in Birmingham, England in December 2025. He was full of light, joy and constructive honesty which every individual listening to his open speech related to. Being able to share my thoughts and experiences of seeing him play live in the 2015 Rugby World Cup in England was a big sigh of relief, which felt like hugging an old friend. For Muslim Rugby fans, journalists and followers alike, Sonny Bill Williams represents so much more to us. He gave us a sense of belonging.
In doing so, he brought a positive and relatable image to Muslim athletes worldwide, not through grand speeches alone, but through consistent character, excellence, mentorship, and humility.
In an era where representation matters deeply, Sonny Bill Williams showed that faith, national pride, and sporting greatness can coexist and that sometimes, the most powerful statements are made not with words, but with actions.