What happened: Jalen Brunson and his family are launching Thirty Third Management Group, a family-owned brand advisory firm. The company will manage Brunson's off-court business and represent clients across professional sports, business and philanthropy.
Why it matters: The launch extends Brunson's reach beyond the court and keeps family control at the center of his business operations entering the 2026-27 season. It comes a few months after the Knicks secured their first NBA title in 53 years, adding another high-profile offseason move around one of the franchise's biggest stars.
By the numbers: New York's 2026 championship ended a 53-year title drought.
What to watch: Watch for the firm's first client announcements and any further details on how it expands beyond Brunson's existing off-court portfolio.