Jalen Inc. Brunson launching new management group with family

By the Editorial Team · Thursday, September 17, 2026

Jalen Brunson and his family have launched Thirty Third Management Group, a brand advisory firm focused on managing his off-court ventures and expanding to serve other athletes and brands, especially in women’s professional sports. Led by Brunson’s mother and sister, the firm formalizes the team behind his marketing efforts as he continues to raise his profile with major endorsements and upcoming roles like hosting “Saturday Night Live.”

Jalen Brunson and his family have launched Thirty Third Management Group, a new brand advisory firm aimed at managing the basketball star’s expanding off-court ventures. The announcement came on Wednesday, with the company setting its sights on growing a broader client base of athletes and brands, initially focusing on women’s professional sports.

The firm is led by Brunson’s mother, Sandra, who serves as president. His sister, Erica, was appointed director of client services, while Connor Cashaw, a longtime friend and former high school teammate, takes on the role of director of business development. The company’s name references Brunson’s 33rd pick in the 2018 NBA draft.

Brunson emphasized the family-oriented nature of the enterprise, noting that Thirty Third Management Group enables them to take ownership of his off-court business activities and build a venture that reflects their collective values. Rather than starting from scratch, the new firm represents a formalization of the team that has long overseen Brunson’s marketing and endorsements. Erica and Cashaw previously worked with agency CAA managing his promotional deals, while Sandra has guided his off-court career since he entered the NBA.

Brunson, 30, has seen his professional profile rise significantly in recent years. His endorsement portfolio includes major brands such as Nike, AT&T, BodyArmor, DoorDash, and Dunkin’ Donuts. He also co-hosts the podcast “The Roommates Show” alongside teammate Josh Hart.

Recently, Brunson made a cameo appearance at the Emmy Awards and was announced as the host of “Saturday Night Live” for the episode airing September 26. This will make him the first member of the New York Knicks—and only the fifth NBA player—to host the long-running comedy series, joining the ranks of Michael Jordan, LeBron James, Charles Barkley, and Bill Russell.

Known for his clean and positive public image, Brunson is widely regarded as one of New York City’s leading athletes. He serves as Thirty Third Management Group’s inaugural client as the family business seeks to expand its reach within the sports and branding sectors.

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