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Why does The Principal engage in sponsorships?

The Principal sponsors a number of organizations, projects, events and programs nationally and locally as part of our overall corporate marketing strategy. We utilize sponsorships to:

  • Promote our brand
  • Build awareness, familiarity, favorability and interest in purchasing our products/services among those experiencing the sponsorship
  • Create connections with target audiences
  • Create relationship-marketing opportunities for our sales, service and marketing teams
  • Drive leads for sales
  • Support our corporate citizenship role

National Sponsorships
We sponsor national organizations, projects, events and programs primarily to build and deepen relationships with clients and financial representatives. Our national sponsorships also give us opportunities to build our brand among our target audiences — key decision makers at growing businesses, intermediaries who sell our products and services, and employees of growing businesses — by educating them and the general public about how we can help them reach their financial goals.

Community Sponsorships
Over the years, we've been an active member in our community — Des Moines, Iowa — which is home to our corporate headquarters. The majority of programs and events in which we've invested have supported the development and improvement of quality of life for those who live and work in Central Iowa. Going forward, we'll continue to look for opportunities to partner with organizations which provide an edge to their community and those they serve.

What are our current sponsorships?

We sponsor many different organizations, events, projects and programs ranging from sporting events to industry-related educational programs.

See the full list of our current sponsorships

How do I request a sponsorship?

The Principal Financial Group® sponsors organizations, events, projects and programs that support our business objectives.

Find out what we sponsor and submit a request

Have a question? Call us at 1.800.986.3343

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