 At the vanguard of celebrity endorsement, he capitalized on his fame during televised bowling's most popular period to become the first athlete of any kind to earn $1,000,000 in a single endorsement deal, for Ebonite International.Prior to the PBA being formed, Carter was known as a dominant bowler in major tournaments of the 1950s, as well as in team play.In the nine BPAA All-Star tournaments (predecessor to the U.S. Open) between 1952 and 1960, Carter won four times and never finished lower than fourth.