About Us Sports partnerships and sponsorships

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, Principal has 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.

Principal award 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. John Calipari, 2024 Legends of Coaching award winner, shares how he leans on others’ expertise. Congratulations to 2024 Wooden Award winners Caitlin Clark, University of Iowa, and Zach Edey, Purdue University.

Principal media investments

We support NCAA women’s and men’s basketball 
through equitable media buys that expand viewership opportunities for all athletes. Watch for our most recent advertising during NCAA games this spring.

LPGA pro golfers Jennifer Kupcho and Celine Boutier

Principal athlete partnerships

We offer opportunities for LPGA athletes as the financial sponsor for Jennifer Kupcho and Celine Boutier.

Principal CEO Dan Houston with several kids representing Iowa children's charities

Principal event sponsorship

As the title sponsor of the Principal Charity Classic, the only PGA Champions Tour event in Des Moines, Iowa, we assist Iowa children’s charities. The event has raised more than $50 million for central Iowa and the communities where our employees live and work.