New York Knicks star Jalen Brunson is taking ownership of his off-court career. On September 16, 2026, the All-Star guard and his family announced Thirty Third Management Group, a family-owned brand advisory firm that will manage his business interests and represent other clients in professional sports, business, and philanthropy.
The launch comes months after Brunson led the Knicks to their first NBA title in 53 years and won Finals MVP. He now wants the same control over his brand that he has shown on the court.
What Is Thirty Third Management Group?
Thirty Third Management Group is a brand advisory firm based in the greater New York area. It launches with five full-time employees. The firm will handle brand development, partnerships, business development, and philanthropy for athletes, NIL talent, executives, entrepreneurs, and foundations.
Brunson remains the first client. The firm also starts with two other family clients: his wife, Ali Marks Brunson, and his father, Knicks assistant coach Rick Brunson.
The company name comes from Brunson’s 33rd overall selection in the 2018 NBA Draft by the Dallas Mavericks. That draft slot has become a personal marker of his underdog rise.
Family Roles and Leadership
Sandra Brunson, Jalen’s mother, is president. She has managed his off-court business for eight years. His younger sister, Erica Brunson, is director of client services and will lead an early focus on women’s professional sports. Longtime friend and former high school teammate Connor Cashaw is director of business development.
Legal counsel is Meister Seelig & Schuster. Focus Financial Partners serves as financial adviser.
Brunson will keep CAA and agent Sam Rose for his on-court NBA contract work. The new firm is strictly for everything else.
In a statement, Brunson said: “My family has been with me every step of the way, and everything we do is rooted in trust. Thirty Third gives us the chance to take ownership of my off-court business, to build something that reflects who we are, and to do it together.”
Sandra Brunson added that modern athletes now have many tentacles beyond the court and need specialized, one-on-one attention.
Brunson’s Growing Business Portfolio
The timing makes sense. Brunson already holds one of the deepest endorsement slates among New York athletes. His deals include Nike, AT&T, Macy’s, DoorDash, O’Keeffe’s Working Hands, and Oura. Several partnerships are shared with teammate Josh Hart, with whom he co-hosts “The Roommates Show” podcast. He also became an equity partner in New York-based chain Just Salad in 2026.
He has spoken publicly about wanting more equity deals and a larger media presence after the championship run. Thirty Third Management Group is the structure that lets the family execute that plan without handing the work to an outside agency.
Why This Matters for Athlete Business
NBA players increasingly treat their names as businesses. Many still rely on large agencies for both basketball and commercial work. Brunson is splitting those functions. He keeps elite on-court representation while building a lean, family-run shop for brand work.
The early emphasis on women’s sports and NIL talent also positions the firm beyond one star’s personal deals. If Erica Brunson’s client-services role succeeds, Thirty Third could become a small but trusted name for athletes who want a tighter circle than a traditional agency.
For now, the story is straightforward: after winning a title in New York, Jalen Brunson and his family decided they no longer wanted to outsource the rest of his career. Thirty Third Management Group is their answer.