Sonny Bill Williams took 2 mins 54 secs to win

Sonny Bill Williams took just 2 mins 54 secs to stop his opponent. But some in the crowd who paid up to $100 felt it was money well spent.

And with a pay-per-view bill of $39.95, the boxing bout cost Sky subscribers $13.77 a minute - or 22c a second.

A left hook set up a flurry of punches for SBW to add a heavyweight title to his sporting resume, knocking out Clarence Tillman III with just seconds remaining in the first round.

The All Black is now the holder of the New Zealand Professional Boxing Association's heavyweight title after the technical knockout at Claudelands Arena in Hamilton last night.

A jubilant SBW was joined in the ring by his friend Anthony Mundine, another former league star, and shared an awkward kiss with his girlfriend, Jaime Ridge.

Despite the short duration of the fight, some fans still felt they got good value for their money.

Patricia Mai and her friends from Avondale, in Auckland, had just walked through the door when the first punch was thrown.

"It was well worth it. He [Tillman] was talking trash all week so he got what he deserved," said Ms Mai.

Tillman refused to approach the centre of the ring after he was beaten by Williams and shook his hand only after referee Lance Revill insisted.

He left the stadium without any post-fight comments, to a chorus of boos, as his corner continued the posturing.

On Twitter, fans weren't so happy. "Who's SBW's next opponent - Kim Dotcom?" said comedian Raybon Kan.