Jalen Brunson led the Knicks to their first NBA title in 53 years and took home Finals MVP. Now he is handing his business to the people who were there long before any of it.
On September 16, the Knicks captain and his family announced Thirty Third Management Group, a New York-based, family-owned brand advisory firm. It will run Brunson’s off-court business and take on outside clients across professional sports, NIL, business and philanthropy.
A name that starts at pick No. 33
The Dallas Mavericks took Brunson 33rd overall in the 2018 draft, a second-round slot that rarely produces a franchise player. Eight years later he is a champion, a Finals MVP and the face of Madison Square Garden. The firm’s name keeps that starting point in view.
“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.”
Jalen Brunson
Who runs it
Sandra Brunson, who has managed her son’s off-court business for eight years, is president. His sister, Erica Brunson, is director of client services. Connor Cashaw, his friend and former teammate at Stevenson High School in Illinois, is director of business development. Erica joined Jalen’s team in 2024 and Cashaw followed in 2025.
The family is keeping the operation independent. Sandra Brunson said the firm raised no outside money to launch, though she left the door open to fundraising later. Meister Seelig & Schuster serves as legal counsel, and Focus Financial Partners advises the family and the firm on finances.
The first roster
Brunson is the foundational client. The early roster also includes his wife, Ali Marks Brunson, who runs a physical therapy business, and his charitable foundation. The firm has begun onboarding additional clients and plans to advise athletes, NIL talent, executives, entrepreneurs and charitable foundations on brand development, partnership strategy, business development and philanthropy.
Women’s sports from day one
The most telling line in the announcement is where the firm plans to grow first. Thirty Third named women’s professional sports a priority, calling the category historically underserved, and put Erica Brunson in charge of that effort.
Women’s sports has drawn bigger crowds and bigger sponsors in recent seasons, but many players still lack the business infrastructure male stars take for granted: someone negotiating partnerships, protecting their likeness and planning for life after the final game. A New York firm with a champion’s name attached could become a serious option for Liberty players and the next wave of WNBA and NWSL talent.
“This firm was born from a belief that the most powerful brands are built on trust, purpose, and genuine human connection.”
Erica Brunson
What to watch
Athletes have spent the past decade moving from endorsement checks toward equity, ownership and control. Brunson’s version keeps that control inside the family. The next signal will be the first outside signing, and whether it comes from the women’s game the firm says it wants to serve.
Sources: Thirty Third Management Group announcement via PR Newswire (September 16, 2026); The Hollywood Reporter; Fox Business; Briefs.
