Sponsorships
Why does The Principal sponsor projects and events?
The Principal sponsors a number of organizations, projects, events and programs nationally and locally. We sponsor national events like NASCAR and The Principal Financial Group® Fun Fest—a minor league baseball sponsorship to grow relationships with customers and financial representatives. Our national sponsorships also give us opportunities to build our brand among our target audiences—small-to-medium sized businesses—by educating them and the general public about how we can help them reach their financial goals.
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 worked to improve and develop the quality of life in Central Iowa. Going forward, we'll continue to look for opportunities to partner with organizations that give us, and them, an edge.
What types of projects and events do we sponsor?
The Principal Financial Group® sponsors organizations, events and programs that match our business objectives to:
- Increase brand awareness and favorability
- Increase customer/producer loyalty
- Increase product/service sales
- Support quality of life in the communities in which our employees live and work
See the full list of our current sponsorships.
The Principal generally does not engage in sponsorships with the following types of organizations or activities:
- Amateur athletes or athletic organizations
- Courtesy or goodwill advertising in publications
- Fraternal organizations (police, fire associations)
- Hospital or health care facility fund-raising events
- Individual K-12 schools
- Individuals
- Organizations, projects or programs outside the U.S. or mainly international
- Political parties, campaigns or candidates, partisan political organizations
- Sectarian, religious and denominational organizations
- Social organizations
- Tax supported city, county or state organizations
- Other events/activities that are incompatible with our corporate brand image
How to request a sponsorship
Before contacting The Principal with a sponsorship request, please carefully review the types of events and programs we do/do not participate in. If you submit a request, we will follow up with you to request additional information if the opportunity is of interest to us. Please do not send large proposal files with your initial request.
To request a sponsorship, provide the following information in a one-page document, preferably by e-mail:
- A description of the proposed sponsorship—location, audience, scope, objectives and other sponsors involved
- An explanation of how the sponsorship matches the stated business objectives of The Principal
- The cost of the proposed sponsorship
Where to send your request
If your request ties to opportunities to reach women business owners, please submit your information to Diana Bing, Corporate Marketing at bing.diana@principal.com.
If your request is for a national, regional or central-Iowa based program or event, please submit your information via email to Chris Riedel-King, Corporate Relationship Manager at riedel-king.chris@principal.com.
