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Principal joins with Premier Hockey Federation for sponsorship, social media campaign


Principal Financial Group and the Premier Hockey Federation, formerly the National Women’s Hockey League, today announced a new sponsorship that includes Des Moines-based Principal becoming the exclusive financial services marketing partner of the PHF. The partnership with Principal is a significant step for continued growth of the PHF, which designates 50% of league sponsorship revenue to help increase player salaries, the organizations said in a press release. “This sponsorship represents something bigger than a financial commitment to women’s professional hockey – it reflects a dedication to promoting gender equity beyond our own walls,” said Beth Wood, senior vice president and chief marketing officer at Principal. “By providing financial support to the league, we can be a catalyst for meaningful change and drive further female participation in sports.” As part of the sponsorship, Principal will have a significant advertising presence, including dasher board and broadcast inventory during PHF regular season games and the 2022 Isobel Cup Playoffs streaming live across the United States exclusively on ESPN+. In addition, Principal will be working in partnership with the PHF to create an integrated social media campaign that shines a spotlight on the athletes in the league. Founded in 2015 as the National Women’s Hockey League, the PHF is on the verge of substantial growth with the recent announcement of a $25 million investment from its board of governors to directly enhance the player experience over the next three years. The commitment is to raise salaries and benefits, improve equipment and infrastructure, and to expand from six to eight teams for the 2022-23 season to provide more opportunities for elite athletes to pursue their professional hockey dreams.

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