What happened: Chris Haynes shared a full release saying the new venture will operate in player representation. Sandra Brunson is set to serve as president, with Erica Brunson handling client services and Connor Cashaw leading business development.

Why it matters: The launch extends Brunson's off-court business footprint ahead of the 2026-27 season and puts family members in operating roles from day one. It also builds on Brunson's same-day management rollout, which outlined the firm's internal structure.

What to watch: Watch for the firm's first formal representation deals and any follow-up announcement expanding its role beyond the initial launch.