Jalen Brunson is expanding his family business.
Jalen Brunson has been one of the most popular men in the NBA ever since he led the New York Knicks to their first NBA championship in 53 years. In the months that have followed Brunson, who was already beloved in the years of New York, has reached an entire new height of celebrity.
After the media tour and parades that followed winning the championship, Brunson has appeared in a video intro for the Emmy Awards, announced as a host of Saturday Night Live and was even recently announced to be appear in an upcoming season of "Law and order: Special Victims Unit," one of his favorite shows starring his friend actress Mariska Hargitay.
New York Knicks guard Jalen Brunson (11) holds the Larry O'Brien Championship Trophy during the Knicks ticker-tape parade and celebration on Broadway in downtown Manhattan. Vincent Carchietta-Imagn ImagesWith the start of next season just a few weeks away, Brunson isn't done with his offseason adventures quite yet, though his latest venture is into the business world, rather than the media one.
Launching A Management Group
Per a recent report from SNY, Brunson has launched "Thirty Third Management Group, a brand advisory firm that will manage the off-court business of not just Brunson himself, but other figures in sports, business and philanthropy.
New York Knicks guards Jalen Brunson and Josh Hart throw out the first pitch prior to the game between the Chicago White Sox and the New York Yankees at Yankee Stadium. Wendell Cruz-Imagn ImagesThirty Third Management Group will be a family affair. Brunson's mother Sandra will be president of the group while his sister Erica will be the director of client services and family friend Connor Cashaw will serve as director of business.
Brunson is no stranger to having his family manage his personal affairs. Sandra Brunson has been running Brunson's off-court business throughout his NBA career. Erica and Cashaw joined Brunson's management team in 2024 and 2025, respectively, per SNY's report.
New York Knicks guard Jalen Brunson (M) is interviewed by ESPN broadcaster ernie Johnson (L) during the championship trophy presentation after game five of the 2026 NBA Finals against the San Antonio Spurs at Frost Bank Center. Geoff Burke-Imagn ImagesFamily Business
So the foundation of this new management firm is simply a natural, if ambitious, next step in the business relationship between Brunson and his family.
“This firm was born from a belief that the most powerful brands are built on trust, purpose, and genuine human connection. As a family, we’ve had the privilege of supporting Jalen’s growth beyond basketball and that experience inspired us to create an advisory platform that helps others do the same,” Erica Brunson said in a statement (via SNY).
New York Knicks center Karl-Anthony Towns (32) and Knicks guard Jalen Brunson (11) pose with the Larry O'Brien and Finals MVP trophies, respectively, during the championship trophy ceremony after game five of the 2026 NBA Finals against the San Antonio Spurs at Frost Bank Center. Geoff Burke-Imagn ImagesThe formation of this foundation comes at an appropriate time for Brunson specifically. With his newfound celerity status, he will inevitably find himself with more business and endorsement opportunities.
Having such a dedicated team and organization behind him to help navigate these newfound opportunities will certainly be something that works in Brunson's favor, and on top of that he's involving and employing his family, elevating the entire status of the Brunson family name.
By leading possibly the most marketable franchise in the NBA to a historic championship, Brunson has transformed himself into a national brand and now he'll be leading a management group to further elevate his brand and the brands of others.
