Principal Financial Group announced it has struck a deal to become the official financial services sponsor of four PGA and LPGA athletes: Daniel Berger (U.S.), Tyrrell Hatton (England), Jennifer Kupcho (U.S.) and Celine Boutier (France). 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 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 leaders. Many of our products and services are designed for the workplace, to help employers attract and retain talent. It’s our intent to be top of mind when these business decision-makers are considering the financial well-being of their teams.” 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, Wood said. The choice to equally support the men’s and women’s tour aligns with Principal’s commitment to gender equity. More information about the sponsored athletes can be found at this link.