In an unprecedented move that’s shaking up both the sports and corporate worlds, newly signed Parramatta Eels star winger Josh Addo-Carr has inked a groundbreaking $100 million endorsement deal with global technology giant Samsung. The record-breaking partnership not only sets a new benchmark in Australian rugby league but also cements Addo-Carr’s status as a powerful force both on and off the field.
The endorsement deal, which spans five years, marks the largest ever individual sports endorsement in National Rugby League (NRL) history and places Addo-Carr among the most marketable athletes globally. The collaboration with Samsung is expected to include exclusive branding rights, advertising campaigns across Australia and Asia-Pacific, and involvement in Samsung’s youth-focused tech initiatives.
But what’s capturing hearts across the nation is Addo-Carr’s commitment to giving back. In a stunning gesture of generosity, the 28-year-old winger has pledged $40 million of the endorsement to the Boys & Girls Clubs of Australia, a national youth development program dedicated to supporting at-risk and disadvantaged young people.
Speaking at a press conference held at CommBank Stadium this morning, Addo-Carr expressed his passion for making a difference in the lives of young Australians.
> “This isn’t just about me or football,” said Addo-Carr. “It’s about showing kids—especially those doing it tough—that someone believes in them. I’ve been fortunate in my journey, and now it’s time to pass that on.”
He went on to announce a further $10 million donation to “Heart Haven,” a Sydney-based orphanage providing critical care and shelter for children without families.
> “These kids deserve love, support, and opportunity,” he said. “If I can play even a small role in that, then this partnership is worth more than any dollar figure.”
Samsung executives praised Addo-Carr not only for his electrifying performance on the field but for his deep-rooted values and vision for social impact.
> “Josh represents everything we value at Samsung—innovation, heart, and a forward-thinking mindset,” said Ji-Hoon Lee, President of Samsung Electronics Oceania. “His influence transcends sport, and we are honoured to support his mission.”
Parramatta Eels officials also lauded the winger’s philanthropic stance.
> “We knew we were signing a special player, but what Josh has done today shows he’s also a special human being,” said Eels CEO Jim Sarantinos. “He’s redefining what it means to be a role model.”
Addo-Carr’s record deal and philanthropy come at a crucial time for rugby league, with growing calls for players to use their platforms to inspire and uplift communities.
With the 2025 NRL season underway, all eyes will now be on Addo-Carr—not just for his blistering speed and try-scoring prowess, but for the legacy he’s beginning to build off the field.
