Jalen Brunson, the New York Knicks superstar and recent NBA Finals MVP, announced the launch of Thirty Third Management Group, a family-owned brand advisory firm aimed at managing his off-court business and representing clients across professional sports, business, and philanthropy [1]. The announcement was made on Tuesday, marking a significant expansion of Brunson's business interests following his leadership in breaking the Knicks' 53-year NBA title drought [1]. Brunson emphasized the importance of trust and family in the new venture, stating, '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' [1].
The firm is named after Brunson's selection as the 33rd overall pick in the 2018 NBA Draft by the Dallas Mavericks, symbolizing his journey from rookie to NBA champion [1]. Sandra Brunson, Jalen's mother, will serve as president of the group, having managed his off-court business for eight years. Erica Brunson, his sister, will be director of client services, and Connor Cashaw, a friend and former high school teammate, will be director of business development. Erica and Connor joined Jalen's team in 2024 and 2025, respectively [1].
Thirty Third Management Group aims to advise athletes, NIL talent, executives, entrepreneurs, and charitable foundations on brand development, partnership strategy, and business development. The firm was inspired by the family's experience supporting Jalen's growth beyond basketball, with Erica Brunson stating, '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' [1].
While Brunson will be the foundational client, the firm has broader ambitions to serve a diverse range of clients, focusing on building powerful brands rooted in trust, purpose, and genuine human connection [1].
CONCLUSION
Jalen Brunson's launch of Thirty Third Management Group marks a strategic move to leverage his rising profile and championship success into business and advisory opportunities. The family-run firm is positioned to support athletes and other professionals in maximizing off-court opportunities, signaling a medium market impact as Brunson expands his influence beyond basketball. The initiative reflects a growing trend of athletes taking ownership of their brand and business interests.