Principal Financial Group Inc. announced today that it will be an official partner of the Big Ten Conference through the 2014 athletics season.

Principal said in a press release that the partnership will allow it to have a presence at the Big Ten championships in football and basketball, as well as some other sports.

It will also allow Principal to expand its digital footprint through the Big Ten Digital Network, the company said, and Principal will host a Big Ten-themed microsite on Principal.com.

A spokesperson said that nearly one-third of the company’s employer and individual client base is located in states with a Big Ten institution.