LeBron James has partnered with another powerful technology company.
James signed an endorsement deal with Intel that will enable the tech giant to use him in a commercial that will air during Saturday's Final Four games.
Terms of the deal were not disclosed.
The 30-second spot features James hitting a buzzer-beating game winner, but a 360, slo-mo view of James hugging a teammate after the shot shows that his face turns into that of a baby as he cries with joy.
The ad highlights Intel's 360 replay technology, which it has used at recent sporting events, including Super Bowl LI and CBS' Final Four games on Saturday and Monday. The system was built by Intel and uses 28 cameras that broadcast in 5K to pull off the new-age version of a highlight.
"From a brand standpoint, we want fans to associate Intel technology with amazing experiences," said Intel chief marketing officer Steve Fund. "So we're picking the best of the best to tell that story."
Intel has also signed Olympic swimming great Michael Phelps and New England Patriots quarterback Tom Brady, who filmed a Super Bowl commercial that featured the company's 360 replay centered on Brady waking up in the morning.
That Intel was able to land James speaks volumes, as the Cleveland Cavaliers guard has shied away recently from doing deals with public companies that don't offer a share in the business. A source with knowledge of the negotiations told ESPN that Intel's power in Silicon Valley as one of the biggest tech companies in the world meant a lot to James.
James owned a piece of Beats by Dre, which sold to Apple in a transaction that landed James more than $30 million. James has also had deals with other tech giants, including Samsung and Microsoft.
Intel has been using sports to help shift the public perception of its brand from a company that helps run systems within computers and phones to more of a data company. Its data center business is one of its fastest-growing sources of revenue, totaling nearly $60 billion in 2016.
The company also plays an integral part in the broadcasting of the Final Four games in virtual reality, which allows fans equipped with the app and goggles to control their view of the game depending on where they look.