Cleveland Cavaliers star LeBron James is starring in an Intel Final Four commercial, which will feature the company’s 360-degree replay technology that will be utilized by broadcasters throughout the three Final Four games in Phoenix.
The replay technology is similar to what was utilized by FOX during Super Bowl LI. James’ partnership with Intel is part of a larger endorsement deal for the three-time NBA champion.
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Intel’s 30-second advertisement spot “Baby Face” that debuted Thursday highlights James sinking a 3-pointer buzzer-beater. The technology, which will include 28 arena cameras, zooms in on the Akron, Ohio native as he sheds some tears in front of fans. Intel’s 360 replay technology then captures James’ teary-eyed baby face.
“By featuring LeBron in our marketing, we draw a parallel between our high-performance brand and this high-performing athlete, while showing how Intel technology can deliver a sports experience like no other,” Steve Fund, Intel’s Senior Vice President and Chief Marketing Officer, said in a statement.
Other athletes such as 28-time Olympic medalist Michael Phelps and New England Patriots quarterback Tom Brady have partnered with Intel, with the latter also being featured in a 30-second advertisement earlier this year that again highlighted the 360-degree replay technology.