Principal Charity Classic Celebrates 20th Anniversary with $73 Million in Charitable Contributions

The Principal Charity Classic, a PGA Tour Champions tournament in Des Moines, Iowa, marked its 20th anniversary this week, having raised over $73 million for Iowa youth initiatives since its inception in 2001, according to Principal Financial Group. The event, now extended through 2028, has become a cornerstone of community investment, with proceeds supporting education, health, and financial stability programs for local children.

How the Principal Charity Classic Supports Iowa Youth

Over two decades, the tournament has generated significant funds for organizations like Blank Children’s Hospital, MercyOne Children’s Hospital, Variety – the Children’s Charity of Iowa, and United Way of Central Iowa. In 2025, a portion of the proceeds will fund a hearing aid initiative at Blank Children’s Hospital, addressing a critical need for families facing high out-of-pocket costs for pediatric hearing devices. “Hearing aids are not covered by insurance, and they are vital for speech development,” said Erica Axiotis, executive director of UnityPoint Health-Des Moines Foundation. “Philanthropy bridges this gap for many families.”

Blank Children’s Hospital has received $2.2 million from the tournament since 2001, funding programs such as the pediatric hearing aid fund, STAR/Children Development Center, and palliative care services. Last year’s event raised a record $10.6 million, with the hospital’s hearing aid fund among the beneficiaries.

Principal Financial Group’s Commitment to Community

Deanna Strable, president and CEO of Principal Financial Group, emphasized the company’s dedication to the tournament, stating, “We’d love to see the impact reach $100 million by 2028.” The $26 million annual economic impact of the event, as reported by the Greater Des Moines Partnership, underscores its role in attracting businesses and talent to Central Iowa. “The tournament showcases our community’s commitment to youth and nonprofits,” Strable said.

Tiffany Tauscheck, president of the Greater Des Moines Partnership, highlighted the event’s dual role as a charitable and economic driver. “We invite prospects to attend, using the tournament to market the region through media coverage and in-person experiences,” she said. The event’s global reach, featuring PGA Tour legends like Zach Johnson, further amplifies Iowa’s profile.

Why the Principal Charity Classic Matters

The tournament’s focus on youth development aligns with broader trends in corporate philanthropy, where businesses prioritize long-term community investments. By addressing gaps in healthcare access—such as hearing aid coverage—events like the Principal Charity Classic highlight the intersection of corporate responsibility and social impact. For families, such initiatives can be life-changing, enabling children to access essential services that insurance often excludes.

As the event enters its third decade, its legacy of $73 million in charitable contributions serves as a benchmark for similar tournaments. With a 2028 goal of $100 million, the Principal Charity Classic exemplifies how sports events can drive both economic growth and social good.