Sonny Bill Williams is a big name in New Zealand, Australia, England, the Pacific Islands and pretty much anywhere where kids grow up playing with a rugby ball.
North American kids grow up with a baseball, NFL ball, Basketball, soccer ball or hockey puck. The comparisons to Beckham are moot, given that the MSL was already up and running and in the main, had tapped into the Hispanic populations and ex-pat Europeans for fans.
Either code of Rugby is decades away from scratching the surface of the landscape of North America, but as long as Argyle is willing to throw his cash at it, then so be it, but he's making a mockery of the cap and why we have it. If he signs SBW and Tuilagi from Union, then those 2 together with the highest paid Centre in the world will be costing more than any other SL squad....
...and then still, why? Will a NA TV deal be signed on the back of a few unknown players? Doubtful. Will they shoe-horn any more fans into the beer tent? Aren't they already at capacity? Will Toronto win SL with the current squad and a couple of marquee players. Not a chance.....so what is Argyles point, other than showing how much money he has?