What happened: Jalen Brunson said he and his family are launching Thirty Third, a family-owned brand advisory firm built to oversee his off-court business. Sandra Brunson is set to serve as president, Erica Brunson as director of client services and Connor Cashaw as director of business development. The group is also positioned to handle player representation work.

Why it matters: The move brings Brunson's brand and business decisions in house as he enters another offseason with a larger profile in New York. It expands the reach of Jalen Brunson after the Knicks' championship run and adds a family-led structure around his commercial work.

What to watch: The next step is whether Thirty Third remains centered on Brunson's portfolio or adds outside clients ahead of the 2026-27 season. More formal details on partnerships and representation work would sharpen the firm's early scope.