BMW is reviewing its ambassador deal with Sonny Bill Williams after complaints over his links to controversial Muslim clerics.
A BMW New Zealand spokesman says the rugby player's contract with them is unchanged but is being looked at.
PR expert Bill Ralston told Rachel Smalley it's a storm in a teacup, but it'll be bad for the car company either way.
"I think Sonny's going to lose his BMW X5 or whatever it is," said Ralston.
"A large company like BMW is just paranoid I would suspect but it is ridiculous."
The move comes after complaints about the dual-code international and two-time World Cup winning All Black's associations with controversial Muslim clerics, Mufti Ismail Menk and Ebrahim Bham.
Menk is known for his extreme anti-homosexual views, and was once recorded as saying: "With all due respect to the animals, [homosexuals] are worse than those animals".
Williams has been photographed with him several times and has tweeted about the pair, including retweeting one of Menk's quotes after his grandmother died last May.
Articles have appeared in a variety of publications about WIlliams' links with Muslim extremists and a number of people have complained about the associations on BMW's Facebook page.