Buddy gives Sonny lesson in class

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HUMAN Headlines have absolutely no need to please anyone.

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Just by being them, they can control the daily splashes, run an entire 24/7 media cycle and thumb their noses at anyone.

Sydney's biggest HH is SBW, or Sonny Bill Williams to those of you who have not read a newspaper in 47 weeks.

A true test of SBW's pulling power came last week when he blacked the media out and still managed to make it into every news bulletin four times a day.

Challenging his throne, though, is the blow-in from Bleak City, Buddy Franklin.

The Swans' biggest signing arrived in Sydney this week, was dutifully mobbed outside Swans headquarters and on Bondi Beach, then rubbed salt into the wound by being posted on social media with his impossibly gorgeous new squeeze, Jesinta Campbell.

Both SBW and Buddy have charisma in spades. They are the living, breathing examples of the quintessential modern professional athlete — superbly sculpted, body art in abundance and supermodel good looks.

Now for the glaring differences.

Such are the contrasts in how these two, and the people in whom they place their trust, run their professional lives that it could be the stuff of a manual on modern-day athlete management.

While Franklin's manager, Liam Pickering quietly went about his business during the season, discreetly setting Franklin up for one of the biggest deals in AFL history, Sonny Bill's mentor, Khoder Nasser, took a rather different path.

Franklin said from the start of the year he would not allow his own career to get in the way of a premiership win with his mates at Hawthorn.

He stuck to his word and not a single person was offended or affected by his actions.

SBW, on the other hand, hasn't handled his affairs anywhere near as smoothly.

Some may argue Nasser merely maximises his client's earning potential, and therefore nothing else matters.

The truth is that Williams spends most of his life making up for the manner in which Nasser does business, with absolutely no consideration for those he hurts along the way.

SBW walked out of the Bulldogs in extremely acrimonious circumstances, leaving the league world shattered.

He betrayed his fans, his teammates and the code. Many will never forgive him.

His move to rugby union was of course his prerogative. It was the manner in which it was executed that was inexcusable.

He won his Super XV title, then the World Cup, so then it came time to ditch that lot and carve another swathe through league.

Nasser ensured the talk in the rugby league world centred around SBW for months.

Would he leave union and switch codes again?

Would SBW become a boxer, a Rooster, an Olympian?

The leaks were controlled and timed to cause maximum impact.

Nothing is ever for loyalty or longevity. It is only done with two people in mind (SBW and Nasser).

It all came to a farcical climax when a bunch of dim-witted New Zealanders (league and union types alike) became more cannon fodder for the SBW machine.

Having rejected all former approaches from the New Zealand Rugby League, Nasser and SBW did a classic backflip after the team was named for the World Cup.

No matter that a young kid from Melbourne copped the axe to make way for SBW.

His immeasurable on-field talent ensures that all football executives lose any sense of judgment when it comes to making way for him in their teams.

The most laughable skit in this satire unfolded on Thursday when Nasser called a meeting of the New Zealand rugby lot in Brighton Le Sands.

When they discovered the FoxSports cameras present, much Benny Hill-style scurrying ensued — especially from Team SBW's tinfoil hat-wearing preferred media sucks who had missed out on the scoop despite years of unquestioning friendly coverage.

Witnesses swear SBW signed a document before everyone scarpered.

Of course we now know that if he did, it was not to join the Chiefs and the NZRU for next year after he yesterday announced he was staying in the National Rugby League for season 2014.

Along the way, Nasser will find him a boxing bout somewhere in an off season to keep the coffers swelling.

There is no doubt Williams is a sensational athlete.

He has also shown he possesses humility.

The issue is that the humility invariably follows treachery, borne out of decisions which deeply affect entire teams and thousands of fans.

SBW took the golden handshake from the Roosters at the beginning of the season and has been rewarded handsomely with a premiership.

He has no doubt been brilliant. True champions, though, boast more than brilliance.

They possess great timing, surround themselves with good people and know the importance of team.

Above all, they understand the need to be honest. Sonny Bill's place in history is still far from a sure thing.

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