Jalen Brunson is turning the growing commercial side of his career into a family-run operation.
The Knicks star has established Thirty Third Management Group, a new brand advisory firm built around Brunson’s off-court opportunities.
Brunson will be its first client, but the business intends to expand its roster by representing other athletes and working with brands, with women’s professional sports among its initial priorities.
Several people already closely involved in Brunson’s career will run the company.
His mother, Sandra, takes over as President, his sister Erica becomes Director of Client Services, and former high school teammate Connor Cashaw will handle business development.
Thirty Third is a reference to Brunson’s path into the NBA, where he was the 33rd selection in the 2018 draft.
“My family has been with me every step of the way, and everything we do is rooted in trust,” Jalen Brunson said. “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.”
Rather than starting from scratch, the new firm brings Brunson’s existing business team under its own structure.
Sandra has been involved with his career away from basketball since his NBA arrival, while Erica and Cashaw previously handled aspects of his marketing at CAA.
Those responsibilities have increased as Brunson has become more prominent outside basketball.
Along with his “The Roommates Show” podcast with Josh Hart, he has secured deals with companies such as Nike, AT&T, BodyArmor, DoorDash and Dunkin’ Donuts.
Entertainment has become another part of his expanding profile.
After recently appearing during the Emmys opening, Brunson is set to host “Saturday Night Live” on Sept. 26, becoming the first Knicks player to do so.
