Sonny Bill Williams’ calm media persona cracked live on New Zealand TV when a single word lit the fuse.

The former dual-code international was appearing on Herald NOW to promote his long-awaited boxing bout with Paul Gallen when host Ryan Bridge asked if he had been ‘greedy’ in past negotiations.

‘You better watch your mouth bro,’ Williams snapped in response.

‘Or I’ll come over there soon and see who’s greedy, right brother?’

Bridge replied coolly, ‘This is my studio, you can’t talk to me like that.’

Williams shot back, ‘Just because you’ve got nice hair this morning, doesn’t mean I won’t get off this chair.’

Sonny Bill Williams took exception to a television presenter suggesting he was ‘greedy’ ahead of his fight against Paul Gallen

Bridge tried to defuse the tension: ‘Not just nice hair, but a nice face.’

Despite the awkward exchange, the interview continued and ended with a traditional face-off.

The fiery clash overshadowed the reason for Williams’ visit – a July 16 heavyweight showdown against Gallen at Qudos Bank Arena in Sydney.

The fight will be the culmination of nearly a decade of public spats, stalled negotiations, and verbal jabs.

Both fighters are set to receive $1 million each in a 50/50 split, a reflection of the bout’s trans-Tasman appeal.

But beneath the promotional hype lies a personal grudge that Williams insists is no act.

Speaking to media after the broadcast, Williams confirmed the animosity with Gallen is deeply personal.

‘The way he conducts himself and carries himself, and how he speaks about me… I look at it like I’m representing my Polynesian brothers,’ he said.

Williams later explained how he felt Gallen’s comments insulted Polynesian athletes and their quiet strength

Sonny Bill prepares for what could be his final professional fight against long-time rival Paul Gallen

Williams took particular offence at past insults from Gallen, including being called ‘dumb’ and ‘a dummy.’

‘I’ve been in the sheds with guys like him who suck up all the oxygen,’ Williams said.

‘As Polynesians, we’re taught to be quiet and respectful, not speak unless spoken to. Because we don’t say anything, people assume we’re dumb.’

‘But we do have opinions, and we do have brains. We just let them talk.’

‘I really think he thinks he’s better than me. Better than us.’

Williams is training at Opetaia Boxing on the Gold Coast and appears motivated to finish his career on a high.

‘This is probably the last fight,’ he admitted.

‘It’s been three years since I retired. I’ve got three kids. I got knocked out in my last fight – it was scary.’

Paul Gallen has finally agreed to the Sonny Bill fight, albeit on his terms, to give the fans what they want

Gallen’s has beaten a long line of challengers including former AFL hard man Barry Hall (pictured)

‘My two older girls came home from school the next day crying. That’s what I don’t like about the sport.’

‘But the opportunity came. I don’t like the bloke and he doesn’t like me. The animosity is real.’

New Zealand heavyweight Joseph Parker, who joined Williams at the press conference, backed his countryman.

‘Sonny’s in the right camp, doing the right things,’ Parker said.

‘Gallen’s a brawler, throws big shots, but Sonny’s training seriously. He can dominate if he executes.’

Williams has also rejected suggestions that the eight two-minute round format was chosen due to fitness concerns.

He believes Gallen’s comments are another example of disrespect.

‘The way that he conducts himself and he carries himself, and how he speaks about me, Williams said.

‘I look at it like, for me, I’m representing my Polynesian brothers. For example, calling me a dummy… I see it playing alongside these type of individuals and being in the sheds with these type of individuals, where they suck up all the oxygen.

‘As Polynesians, we’re taught to be quiet and be respectful, and don’t speak unless you’re spoken to, and because we don’t say anything, all of a sudden, it means that we’re dumb.

‘Doesn’t mean that we don’t have opinions, it doesn’t mean that we don’t have brains, but we just let them speak. 

‘I think him looking at that, speaking like that, really observing the way that he’s conducted himself, I really think that he thinks he’s better than us.’