Jalen Brunson Gets Into the Brand Management Business With New Family Venture

The New York Knicks star is launching a new firm with members of his family that will manage his off-court business while also representing other clients from the world of sports and business.

The new venture is called Thirty Third Management (in honor of Brunson’s pick in the 2018 NBA draft), with Brunson’s mother Sandra Brunson serving as its president and his sister Erica Brunson working as its director of client services. Brunson’s high school teammate and friend Connor Cashaw will be director of business development. Related Stories TV Broncos vs. Chiefs: Where to Watch the First 'Monday Night Football' Game of 2026 Season TV CBS Warns Humanity May Have a "Narrow Window" to Avoid AI Calamity, Right After ChatGPT Sponsors Its NFL Broadcast

While Thirty Third will obviously have Brunson as its core client, the company plans to move aggressively to represent professional and amateur athletes (taking advantage of NIL rules), as well as corporate executives, entrepreneurs, and charitable foundations, helping them on brand partnerships and development, partnerships, philanthropy and other areas.

Notably the company says that it plans to make women’s pro sports an initial priority, with Erica Brunson leading that effort.

Athletes have increasingly been pushing beyond the field and the court, taking advantage of their fame and recognition to launch new business ventures. Many are launching studios or production companies , seeking to carve out a piece of the media and entertainment ecosystem, but Brunson’s effort underscores how there is also an opportunity behind the scenes to help athletes and others manage their brands.

“My family has been with me every step of the way, and everything we do is rooted in trust,” said Jalen Brunson. “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.”

“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,” added Erica Brunson. “We are committed to helping our clients maximize opportunities, whether in professional sports, business, or philanthropy, and want to be a strategic partner that champions both success and significance.”