After a professional basketball career that saw him experience nearly every type of role an NBA player can face, Carter-Williams has moved into athlete representation. He has joined Boston-based Brunswick Sports Management as a partner and will help lead the agency’s growing basketball practice.

Based in Fairfield, Connecticut, Carter-Williams will work alongside Brunswick Sports Management founder Julian Aiken as the company continues expanding its work across professional and emerging athlete representation.

From NBA Rookie of the Year to Athlete Representation

Michael Carter-Williams made an immediate impact when he entered the NBA, earning Rookie of the Year honors and establishing himself as one of basketball’s most promising young players.

His professional journey, however, eventually took him through a variety of roles.

Carter-Williams experienced life as a featured player, a starter and a reserve. Those experiences, he believes, can now help him understand the different challenges athletes face throughout their careers.

His new role will allow him to use that firsthand knowledge to guide athletes both on and off the court.

Carter-Williams previously founded and served as CEO of NIL agency SOL Sports Group before joining Brunswick Sports Management.

What Michael Carter-Williams Will Do at Brunswick Sports Management

As a partner, Carter-Williams is expected to play an important role in the agency’s basketball representation business.

The firm currently represents athletes across several levels of competition, including professional leagues, college sports and high school athletics.

Brunswick Sports Management provides support in areas such as business management, media representation, marketing opportunities and community engagement.

The addition of Carter-Williams brings direct professional sports experience to the agency’s leadership team.

Rather than simply approaching athlete representation from a business perspective, Carter-Williams understands many of the challenges players face because he has experienced them himself.

A Focus on Building Long-Term Plans for Athletes

One of Carter-Williams’ main priorities will be helping athletes create long-term plans.

His approach centers on developing strong habits and preparing athletes for different stages of their careers.

Professional sports careers can change quickly. A player may move from being a star to a supporting role, change teams or eventually transition away from competition.

Because Carter-Williams has personally experienced several of those situations, he hopes to use those lessons to mentor the athletes he represents.

The goal is not only to help clients during their playing careers but also to prepare them for opportunities beyond sports.

Brunswick Sports Management Expands Its Basketball and NIL Business

The partnership also supports Brunswick Sports Management’s broader growth strategy.

The agency is looking to expand further into Name, Image and Likeness (NIL) representation while continuing to work with professional athletes.

NIL opportunities have become an increasingly important part of the sports business landscape, particularly for college athletes who are now able to develop personal brands and commercial partnerships.

Julian Aiken said the agency plans to place significant focus on this area while continuing to provide personalized support for athletes at different stages of their careers.

Preparing Athletes for Life After Sports

A major part of Brunswick Sports Management’s approach involves helping athletes prepare for their future after competition.

Financial planning, brand development and post-career opportunities can all play an important role in an athlete’s long-term success.

The agency’s goal is to help clients establish a strong foundation while they are active in sports and develop a clear path for what comes next.

For Carter-Williams, the move into athlete representation gives him an opportunity to use the knowledge gained throughout his NBA career in a new way.

A New Role for Michael Carter-Williams

Joining Brunswick Sports Management represents a significant transition for Carter-Williams.

After spending years competing at the highest level of basketball, he is now moving into the business side of professional sports.

His experience as an NBA player, combined with his previous work in NIL representation through SOL Sports Group, could give him a unique perspective when working with current and future athletes.

As Brunswick Sports Management continues to grow its basketball and NIL operations, Carter-Williams is expected to play a central role in shaping that expansion.