Sonny Bill sideshow just trivialises boxing

Secretly, scores of rugby internationals must be hoping Sonny Bill Williams gets some of that cockiness knocked out of him in Henderson this weekend.
He's making them all look like lazy whining fools who can forget about trudging out that old chestnut about the season being too long and gruelling ever again.
SBW's got so much energy and spare time on his gifted hands he's bored with just building up for the Rugby World Cup, or even that tiny event known as the Super Rugby final.
No, for the second time this footy season he gets into the boxing ring tomorrow night (June 5), this time against an unknown 43-year-old flabby gospel singer named Alipate Liava'a.
Supposedly, this one's for charity with a large chunk of the take going to the Christchurch earthquake fund.
Noble cause of course, but if you believe that's SBW's primary motivation, you deserve to be fleeced of every cent of the Sky pay-per-view bill of $39.95.
It's just another notch in the clever SBW brand-building by his shrewd manager Khoder Nasser.
Sure, I'm contributing here by devoting this space to the endless debate, but it's more a plea to stop encouraging him.
To do so, denigrates the art of boxing and it trivialises the hard work and sacrifices of top level rugby players.
SBW says boxing complements the rugby - that's only because he's only ever got into the ring with bouncers and has-beens who can't hurt him.
You'll see more boxing skills down at your local pub tonight than you will at The Trusts Stadium.
It's nothing more than a side-show that highlights all that's wrong with our fascination with celebrity culture.
World champion Anthony Mundine is on the same card in west Auckland but you wouldn't know it by all the commotion around SBW.
Mundine's headline 10-rounder against American Xavier Toliver is considered a major step in his bid to become a three-weight division world champ.
But disturbingly, all the promotion centres around Mundine's pupil squaring up against a guy who only started boxing at 40 - and has lost his last seven fights.
I don't blame SBW and Nasser for milking the public's bizarre fascination with his abs, cheeky wink and supposed miracle off-load.
After all, as players and managers love to tell us, it's only a short career span so why not milk it for all it's worth.
No, if there is any finger-pointing it has to be directed at the limp-wristed NZRU for allowing this circus act in a Rugby World Cup year.
Even SBW was reportedly surprised by the boxing clause being allowed to stay in his contract.
Maybe he does have a career in the ring after rugby, but do us all a favour and wait until then - you're still only 25.