All Black Sonny Bill Williams' wing and a prayer

Muslim Sonny Bill Williams at a mosque. Photo / Facebook

The rise and rise of Sonny Bill Williams has created the country's first Muslim superstar.

Senior Islamic figures say people are seeking them out for insights into the All Black's preparations for the Rugby World Cup.

Williams, named to start on the left wing for the All Blacks against Argentina tonight, has worked serving food in Christchurch's Masjid al Noor mosque to victims of the February earthquake.

He converted to Islam after attending prayer services at a Sydney mosque in 2008, a move first reported by the Herald on Sunday.

Federation of Islamic Associations of New Zealand vice-president Javed Khan said there was a growing pride in the community over such a recognisable figure being Muslim.

Khan said Williams did not seek a high profile in the mosque and was modest in his devotions.