Principal Financial Group® today announced it has struck a deal to become the official financial services sponsor of four PGA and LPGA athletes: Daniel Berger (USA), Tyrrell Hatton (ENG), Jennifer Kupcho (USA), and Celine Boutier (FRA). The Principal® logo will appear on player hats or shirt sleeves as part of the sponsorship agreement – marking the first time the 140-year-old company has ever sponsored individual professional athletes as part of its marketing strategy.
“We welcome the opportunity to connect with new audiences while supporting four amazing athletes who have achieved great things on and off the course,” said Beth Wood, executive vice president and chief marketing officer at Principal. “Golf ranks as one of the highest-watched sports amongst business decision makers – our target audience as we continue to evolve the products we offer to protect small and medium sized businesses and help customers build financial security and wellness.”
These sponsorships build upon the company’s existing support of the PGA with the annual Principal Charity Classic, an award-winning PGA TOUR event that has raised more than $37 million dollars for children’s charities since its inception in 2007.
“Our employees and customers have gotten used to seeing the Principal logo associated with professional golf as so many of them are involved in, attend, or watch the Principal Charity Classic each year,” Wood said. “Now they get to see the Principal logo in a new way. It certainly brings an elevated level of buzz around our brand.”
Despite golf’s mass market appeal, the LPGA and its female athletes haven’t historically received the same commercial support as the PGA and its male athletes. The choice to support the men’s and women’s tour aligns with the Principal commitment to gender equity. Through its media investment, Principal is also an active supporter of women’s professional hockey, NCAA women’s and men’s basketball, and professional tennis across genders.
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