Principal® sports partnerships and sponsorships
Sports and athletics have always inspired and created bonds. For thousands of years, people have participated in and cheered for sports and athletes, from professional runners sprinting to the finish line to elementary schoolers learning how to kick a ball on schoolyard fields.
Because of the power of sports, º£½ÇÉçÇøhas chosen to support a variety of events and athletes, particularly in the communities where our employees live and work. We also nurture strategic partnerships that help bring our values to life, especially when it comes to strengthening access and equity. We have four main areas of focus.
º£½ÇÉçÇøevent sponsorship
As the title sponsor of the , the only PGA Champions Tour event in Des Moines, Iowa, we assist Iowa children’s charities. The event has and the communities where our employees live and work. Ernie Els (above with º£½ÇÉçÇøChairman and CEO Dan Houston) won the 2024 º£½ÇÉçÇøCharity Classic.
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º£½ÇÉçÇøaward sponsorships
As the presenting sponsor of the women’s and men’s John R. Wooden Award and Legends of Coaching award, we celebrate expertise, excellence, and equality in sports. We congratulate 2024 Wooden Award winners Caitlin Clark, University of Iowa, and Zach Edey, Purdue University, as well as 2024 Legends of Coaching award winner John Calipari.
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º£½ÇÉçÇømedia investments
We support NCAA women’s and men’s basketball 
through equitable media buys that expand viewership opportunities for all athletes.
º£½ÇÉçÇøathlete partnerships
We offer opportunities for LPGA and PGA athletes as the financial sponsor for Jennifer Kupcho, Celine Boutier, Brian Harman, and Emiliano Grillo.