The Premier Hockey Federation and Principal Financial Group announced a new end-of-season charitable initiative that expands upon the Des Moines-based company’s role as the exclusive financial services marketing partner of the professional women’s hockey organization. As part of the end-of-season awards, Principal will donate $10,000 directly to a charity of choice on behalf of each PHF player who won the PHF Foundation Award for the 2021-22 regular season. The award, presented this season to six players, recognizes players who actively apply the core values of hockey to their community and who help the hockey culture grow and improve. “During the first year of this sponsorship, not only have we been wowed by the professionalism and the athleticism of these women, but we’ve also witnessed their generosity,” said Beth Wood, executive vice president and chief marketing officer at Principal. “Through this collaboration and by providing this donation through the players, we are excited to see these qualities translated to the charities that are personal to these women and their communities.”