He was six-time bowler of the year, a 10-time All-American, and became known simply as "Mr. Bowling." Carter and fellow St. Louis native Dick Weber are widely regarded as professional bowling's first superstars. He was voted the Greatest Bowler of All-Time in a 1970 "Bowling Magazine" poll, and ranked #1 among 20th Century bowlers by "Bowlers Journal" in 1999. 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.