State Farm and NBA star LeBron James have joined forces in an effort to provide children and young adults with safer, stronger, and better-educated communities – and also promote State Farm insurance policies to the youth market.

      "LeBron's brand resonates with young people and we are pleased to enter into this relationship with him," said Pam El, State Farm marketing vice president. "Our relationship will be focused on helping connect our State Farm brand and products -- particularly our auto and renters insurance -- to a young audience in new and relevant ways."

       James, a State Farm customer since 2004, was scheduled to announce his partnership with the company during a playground ribbon-cutting ceremony yesterday (Feb. 14) in New Orleans.      

       The playground is at the St. Bernard Recreation Center in New Orleans, which was ruined by Hurricane Katrina and rebuilt in September 2006. State Farm sponsored the project, which is the first installation of the LeBron James Family Foundation's national playground initiative.