If we take Wolf’s words literally, we have an answer. To quote Wolf, “One of the fundamental tenets of our religion is that God rewards the good done for Him.”
Someone who doesn’t believe in Him certainly didn’t do “good for Him”.
However, the phrase “ein HKB”H mekapeiach s’char kol berya” doesn’t say that it has to be for Him, so maybe Sam’s right that there is s’char.
If that s’char, though, is limited to *this* world, it’s not a contradiction to “ein lo chelek l’olam haba”.
In this case, I suspect that the whole thing is just another attention grabbing ploy. Maybe his s’char will be the attention he gets.