For some reason the command attempted is:
$ mvn.bat -f pom.xml -e -B sonar:sonar -Dsonar.jdbc.driver=com.mysql.jdbc.Driver "-Dsonar.jdbc.url=jdbc:mysql://localhost:3306/sonar?useUnicode=true&characterEncoding=utf8" ******** ******** -Dsonar.host.url=http://bbmustdqa:9000

Instead of:

$ mvn -f pom.xml -e -B sonar:sonar -Dsonar.jdbc.driver=com.mysql.jdbc.Driver "-Dsonar.jdbc.url=jdbc:mysql://localhost:3306/sonar?useUnicode=true&characterEncoding=utf8" ******** ******** -Dsonar.host.url=http://bbmustdqa:9000

Part of the setup instructions are to define MAVEN_HOME and adding MAVEN_HOME\bin to the path. No need to add the .bat part. Trying it without the .bat works.