- Anthony Joshua has signed with Creative Artists Agency (CAA) Sports in a new commercial representation deal covering endorsements, brand partnerships, speaking, and publishing.
- 258 Group Managing Director Freddie Cunningham joins CAA Sports Talent Group as Head of Client Strategy, reporting to Roman Di Somma, CAA Sports' Head of International Talent.
- Henry Baldwin of 258 Management continues overseeing Joshua's in-ring and business affairs, while Soapbox London remains his publicity partner.
- Joshua's next fight is scheduled for July 25 against unbeaten Albanian fighter Kristian Prenga.
Anthony Joshua has added Creative Artists Agency (CAA) Sports to his team in a commercial representation deal struck in partnership with his 258 Group.
Under the agreement, 258 Group’s Managing Director Freddie Cunningham transitions into a dual role as Head of Client Strategy at CAA Sports Talent Group, where he will drive Joshua’s endorsements, speaking engagements, and publishing deals, while also supporting CAA’s broader international athlete strategy.
CAA Sports has been on an aggressive signing spree in the sports world, having recently added Chelsea FC midfielder Moisés Caicedo to its roster. Joshua joins a CAA client family that includes Cain Velasquez and Rory MacDonald.
Joshua previously held agent representation through HUSH Talent Group and was managed by Will Harvey before his 258 Group took over.
On the commercial side, the two-time heavyweight champion has landed major brand deals with Under Armour, Hugo Boss, Audemars Piguet, DAZN, and Meta. Most recently, he was fronting the Quattro Razor launch for Wilkinson Sword, signaling the kind of high-profile brand work CAA Sports is now stepping in to scale.
In the ring, Joshua knocked out Jake Paul in their December 2025 Netflix bout and is set to fight unbeaten Albanian Kristian Prenga on July 25.
Takeaways
This deal is clever architecture, Joshua isn’t switching teams, he’s expanding them. By embedding 258’s own Freddie Cunningham inside CAA Sports rather than handing the reins to an outside agent, Joshua keeps his inner circle in control while gaining access to CAA’s global brand infrastructure and premium client network.
It’s less a traditional agency signing and more a strategic alliance built around one of boxing’s most commercially bankable names.
With Joshua prepping for the Prenga fight in July and his brand portfolio already touching everything from razors to luxury watches, the timing makes sense: CAA Sports comes in right as Joshua’s off-ring business is scaling fast.
Does embedding 258’s MD inside CAA Sports set a new template for how elite athletes manage representation: less outsourcing, more integration? With Joshua’s next fight on July 25, how much of CAA’s value will show up before the bell rings?
