During a recent episode of The Roommates Show, Knicks guard Jalen Brunson hinted at yet another marketing deal “in the works.” His co-host, teammate Josh Hart, couldn’t help but tease him with a laugh, dubbing him the “King of New York.” It’s no exaggeration. Brunson, boosted by his standout performances and humble yet driven persona, […]
During a recent episode of The Roommates Show, Knicks guard Jalen Brunson hinted at yet another marketing deal “in the works.” His co-host, teammate Josh Hart, couldn’t help but tease him with a laugh, dubbing him the “King of New York.” It’s no exaggeration. Brunson, boosted by his standout performances and humble yet driven persona, has quickly risen to become one of the most marketable athletes in New York City.
This summer, Joe Favorito, a seasoned sports marketing consultant, witnessed Brunson’s effect firsthand. At the Fanatics Fest, an event featuring stars like Tom Brady and Jay-Z, Favorito watched as two young Knicks fans, nearly in tears, exclaimed to their parents, “I got to touch Jalen Brunson.” That moment captured what Favorito and many in the industry are realizing: Brunson has become a hero to Knicks fans, and brands have taken note.
A Diverse Portfolio of Sponsorships
Brunson’s sponsorship portfolio is as varied as his fan base. He’s landed deals across industries: from clothing brands like Faherty and Nike, to food partnerships with Dunkin’ Donuts, BodyArmor, and DoorDash, to even a hand lotion with O’Keeffe’s. BodyArmor recently launched a major campaign featuring Brunson, complete with billboards outside Madison Square Garden and branded foam hands handed out to fans. Although MSG had to confiscate the foam hands due to a conflict of sponsorships (MSG is a Pepsi venue, while BodyArmor is owned by Coca-Cola), the promotion underscored BodyArmor’s confidence in Brunson’s value.
“That shows the value that a brand is willing to take that risk,” Favorito said. “They wouldn’t do that for most athletes.”
Brunson’s brand isn’t just based on flashy highlights; it’s about his relatability and humility, traits that resonate with a city that values hard work and authenticity. He’s quickly become one of New York’s top marketable sports figures, with Favorito placing him in the “top three” alongside athletes like Francisco Lindor, Aaron Judge, and Breanna Stewart.
Balancing Fame and Focus
While Brunson’s sponsorships are piling up, he’s carefully managing his schedule. In an effort to focus on the season, he revealed that he completed all his commercial shoots and appearances before training camp. “I tried to get everything done in August and September,” Brunson said. “In-season, I try not to do anything.”
Favorito sees Brunson’s appeal as rooted in his down-to-earth image. “If I’m looking to identify with an athlete who has no baggage, is successful on the court, and everyone can relate to, I think Jalen Brunson has to be on that list at top three,” Favorito commented.
Capitalizing on Success in New York
For Brunson, New York’s stage offers unmatched opportunities. “The more we win, the more off-court stuff comes on our plate,” Brunson said on his podcast, acknowledging the unique marketing potential the city offers.
While he’s not yet in the realm of legendary Yankees like Derek Jeter, Brunson’s humble, approachable personality gives him a unique appeal. Fans see him as a steady, relatable leader who embodies the city’s resilience and grit. As he continues to elevate his play, brands and fans alike are increasingly eager to partner with him, solidifying his place as one of New York’s most marketable sports stars.
