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This feels like the rumoured KHL expansion team in the U.K. signing an aging but popular hockey star, say, Joe Thornton. He’d make a difference on the ice, but probably not a championship-winning difference.

In announcing the signing, the Wolfpack made comparisons with David Beckham’s impact on Major League Soccer. The team’s CEO Bob Hunter had another name in mind.

“We believe he is rugby’s LeBron James,” he said in a statement.

The true value is in the marketing department, make no doubt.

“I’m certain that many rugby fans will tune in to see him take the field in his first few matches,” BC Rugby CEO Annabel Kehoe said. “This move will certainly put Canada on the map in the rugby league world.”

BC Rugby is focused on rugby union, but Kehoe acknowledged that in Canada, anyway, there’s been a blending of the two games, more than is seen in other parts of the world, where the two games have an often fractious relationship.

“We certainly see a number of players and fans engaging with both codes here in British Columbia,” she said.

What Wolfpack ownership is really paying for in signing Williams is at least two things: international buzz and the influence Williams’ vibrant personality will have on local marketing. He’s never been shy about speaking up. He’s a devout Muslim and is a believer in promoting mental wellness and positive thinking.

Signing on with Wolfpack owner David Argyle makes a somewhat curious fit for a player who has spoken out on social justice issues from time to time: the Australian mining entrepreneur made racist comments to an opposing player just this summer.