General

Big 12 Conference and Principal® Announce Multiyear Strategic Partnership Celebrating Championship Achievement

Principal® will support championship events across women’s and men’s sports, expanding the company’s longstanding presence in college athletics

IRVING, Texas – The Big 12 Conference and Principal Financial Group® today announced a new multiyear strategic partnership designed to celebrate the preparation, teamwork, and sustained performance behind championship achievement.
 
The strategic partnership marks Principal’s first Conference-wide deal in college sports and will provide the global company with visibility at select Big 12 championship events across women’s and men’s sports, expanding its longstanding presence in college athletics.
 
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As part of the agreement, Principal will receive featured uniform patch placement at the Phillips 66 Big 12 Men’s and Women’s Basketball Tournaments as well as select Big 12 Olympic sport championship events.
 
“The Big 12's championship events showcase the depth, tradition and competitive excellence of our Conference,” said Big 12 Commissioner Brett Yormark. “We're excited to welcome Principal and look forward to creating new opportunities for the company to connect with our student-athletes, member institutions and fans."
 
“Championship moments are powerful because they represent far more than what happens on the day of competition. They reflect preparation, trusted support, and the determination to keep working toward a goal,” said Beth Wood, executive vice president and chief marketing officer at Principal. “Through our strategic partnership with the Big 12, Principal will celebrate that journey across women’s and men’s sports while expanding the ways we connect with people through college athletics.”
 
The agreement expands the presence of Principal across college athletics and builds on the company’s existing investments in college basketball and other national collegiate sports platforms. Beyond uniform patches, Principal will be represented across Big 12 championship events, Conference-owned assets, and social media platforms, creating opportunities to engage fans throughout the championship calendar.
 
rEvolution, Principal’s sports agency of record, negotiated the agreement on behalf of Principal and will lead its execution.
 
About Big 12 Enterprises
Big 12 Enterprises is the business arm of the Big 12 Conference, focused on driving revenue growth, innovation, and long-term value for the league and its member institutions. Through strategic partnerships, media and content development, sponsorship, licensing, and emerging commercial opportunities, Big 12 Enterprises works to expand the Conference’s brand, enhance fan engagement, and maximize the overall business potential of Big 12 athletics.
 
About Principal Financial Group
Principal Financial Group® (Nasdaq: PFG) is a global financial company with over 19,000 employees¹ passionate about improving the wealth and well-being of people and businesses. In business for 147 years, we’re helping 82 million customers¹ plan, insure, invest, and retire, while working to support the communities where we do business and build an inclusive workforce. Principal® is proud to be recognized as one of the 2026 World’s Most Ethical Companies² and named as a “Best Places to Work in Money Management.”³ Learn more about Principal and our commitment to building a better future at principal.com.
 
¹ As of June 30, 2026
² Ethisphere, 2026
³ Pensions & Investments, 2025
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