Insurance giant State Farm said Wednesday that it has signed an endorsement deal with James, a State Farm customer since 2004. “LeBron’s brand resonates with young people,” Pam El, State Farm’s vice president of marketing, said in a news release. “Our relationship will be focused on helping connect our State Farm brands and products — particularly our auto and renters insurance — to a young audience.” This isn’t the first non-sport contract for the man Forbes magazine in December anointed the richest superstar under 25. James has done commercials for Cub Cadet lawn tractors and Microsoft’s Vista operating system. In a news release, James said the State Farm deal was attractive because “We both have a common goal — to help kids and strengthen the communities that they live in.” State Farm will be the first sponsor of the LeBron James Family Foundation project to build playgrounds across the country. Below you can see their first as Pam El, VP of Marketing at State Farm, LeBron James of the Cleveland Cavaliers, his mother Gloria James and Jakki Nance, Executive Director of the LeBron James Family Foundation attend a playground dedication by State Farm Insurance and the LeBron James Family Foundation at the St. Bernard Recreation Center February 14, 2008 in New Orleans, Louisiana.