CAA Sports, an arm of the Creative Artists Agency industry heavyweight, has struck an exclusive deal to oversee the commercial interests of iconic UK heavyweight boxer Anthony Joshua.
The deal, unveiled today, covers Joshua, in partnership with the 258 Group umbrella organization that oversees the British Olympic champion's business interests.
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Part of the agreement entails Freddie Cunningham (no relation), 258 Group's managing director, joining the CAA Sports Talent Group as head of client strategy, where he will "oversee Joshua's commercial activities," covering endorsements, speaking, publishing, and more.
The ultimate aim of this collaborative tie-up is to expand the Joshua brand into new international markets and brand opportunities.
Since turning professional in 2013, Joshua has been one of the most successful and most marketable figures in UK boxing over the last 13 years.
His current stable of commercial partners includes brands such as Under Armour, British Airways, Hugo Boss, Lucozade, Jaguar Land Rover, DAZN, EA Sports, Revolut, and Meta.
Meanwhile, Joshua also holds stakes in properties across sports, including padel and Formula 1 (F1) motor racing.
Moving forward, his business interests will continue to be run by 258 Group, with "promotional matters" to carry on going through the Matchroom Boxing division of that agency.
Joshua's last bout was a December 2025 affair against Jake Paul in Miami, Florida, shown globally by Netflix. His next opponent will be Kristian Prenga, with the pair to fight in Riyadh, Saudi Arabia, at the end of July.
Cunningham will also assist with athlete business development and strategic growth across the entire CAA Sports client roster, and will report into the agency's head of international talent, Roman di Somma.
Other notable CAA Sports clients include soccer players Cole Palmer, Kobbie Mainoo, and Robert Lewandowski, manager Jose Mourinho, pundit and club co-owner Gary Neville, and F1 racing driver Liam Lawson.
