Sonny Bill Williams Signs On As Johor’s Official Sports Ambassador

rugbyasia247 Posted On April 15, 2025

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Sonny Bill Williams Signs On As Johor’s Official Sports Ambassador

In a surprising move, former All Black and two-time Rugby World Cup winner Sonny Bill Williams has officially been appointed Johor sports ambassador in April 2025.

Williams said at a press conference that he was honoured to take on the role and looked forward to contributing to the state’s sporting development, saying “It is a privilege to be appointed Johor sports ambassador and I am thrilled to support the growth of sports in Johor. I also hope to inspire young athletes to pursue their dreams, work hard, and achieve success” at a conference on Friday, April 4, 2025.

The signing ceremony was made between Johor Sports Council (MSNJ) and Williams and witnessed by state youth, sports and entrepreneur development committee chairman Mohd Hairi Mad Shah.

Sonny Bill Williams has made several visits to the region over the years and he said; “Sports can teach us how to work hard, stay focused and live with purpose.” His role will include mentoring, youth programmes and sports clinics and he said, “The next five to 10 years will be game-changing. With hard work and the right mindset, anything is possible.”

Photo Credit – Malaysia Rugby / Johor Sports

Platitudes are nice but no mention was made of whether this was a paid role – which we assume it is – and how it would benefit specifically rugby.

The appointment was part of the Regent of Johor, Tunku Mahkota Ismail Sultan Ibrahim bid to elevate Johor’s sporting landscape by bringing world-class athletes and initiatives to the state. He had previously brought in Datuk Lee Chong Wei to be its badminton adviser, former UFC world champion Khabib Nurmagomedov who is set to open a gym in the state as well as Australian soccer legend Tim Cahill.

MSNJ director Ekmaluddin Ishak said, “Williams will play a vital role in mentoring young athletes, engaging in community programmes, and promoting sports development initiatives throughout Johor. His extensive experience and international influence will further enhance Johor’s reputation as a national sporting powerhouse. He not only brings his extensive experience in the elite sports arena but also high disciplinary values, great leadership and influence that I believe can attract the attention of the Johor sports ecosystem.”

He added, “Most importantly, he will be an inspiration to young people and open opportunities for international cooperation which I’m confident can further boost Johor’s name on the global stage.”

Malaysia Men’s 15s will be playing Sri Lanka in a one-off Asia Rugby Emirates Mens Championship Playoff match on April 19 2025 to determine who will be involved in the Asian top tier. The winner of the 2025 Championship will earn direct qualification to the Rugby World Cup 2027.