'We got Sonny on the cheap'

Sonny Bill Williams, who will feature in six television ads for Rebel Sport, is seen as a great fit for the sportswear retailer. Photo / Supplied

Rebel Sport says it got a bargain by being first out of the blocks to sign an ad campaign deal with rugby star Sonny Bill Williams.

The first of six television ads using former league player Williams has just started running in the lead-up to Christmas.

Rebel Sport boss Rod Duke said he understood Williams was about to announce a major deal with another brand. Rebel Sport, which is part of the Briscoe Group, got "fabulous value" in its agreement with Williams.

"It's nowhere near what you might think it's worth. It's on air for a limited time frame and Sonny Bill was not doing too much else," Duke said.

"We thought it was fabulous value.

"My mail is that he is about to sign a very lucrative contract with a brand - once that happens he would have been out of bounds for us."

Rebel has used bruising French rugby player Sebastien ("the Caveman") Chabal and boxer David Tua in previous campaigns. It was using Williams for similar reasons.

The first three of the ads were shot in Auckland on the day of the earthquake which hit Christchurch, where Williams is based.

It meant Williams had to be flown to Wellington by helicopter before catching a flight to Auckland because Christchurch Airport was closed for much of the day.

The remaining ads will be filmed this week.

While the jury remains out on whether the former league star can make the grade in top level rugby, brand expert Brian Richards says New Zealand can expect to see much more of Williams and other rugby stars in the lead-up to next year's World Cup.

Williams was a good fit for Rebel Sport.

"I think it is reflective of family brands. I would say it's a good move from their point of view because Rebel does represent family," Richards said.

If Williams was able to prove himself as an international rugby player his value would be enhanced.

"Without disclosing the numbers I know what Dan Carter can command now and it's no mean feat."

In its half-year result Briscoe said Rebel Sport sales increased 4.47 per cent from $59.25 million to $61.90 million.

Duke said the high profile events such as the soccer World Cup and the All Blacks successful Tri-Nations campaign had helped boost apparel sales which had been dented by a late start to winter.