Principal Charity Classic

What Principal Charity Classic does

Principal Charity Classic is an annual PGA TOUR Champions professional golf tournament operated by Golf Charitable Foundation of Greater Des Moines, a 501(c)(3) nonprofit organization, and held each year at Wakonda Club in Des Moines, Iowa. Since Principal Financial Group became title sponsor in 2007, the tournament has raised more than $73 million for Iowa children's charities, including a record $10.6 million in 2025. The event functions as Iowa's only PGA TOUR Champions stop, drawing 50,000+ spectators, 1,100+ volunteers, and 250+ corporate sponsors annually, while supporting programs such as Birdies For Charity (which channels funds to nearly 90 Iowa nonprofits) and the Legacy Project (a work-based learning initiative for Iowa youth administered by the Greater Des Moines Partnership).

The organization runs a small full-time staff of 1–10 employees under Executive Director Steve Nieman and Tournament Director Alex McCarty, with professional tournament management outsourced to Eventive Sports of Birmingham, Alabama. Product offerings include the core tournament, Fan Village spectator amenities, Junior Clinic workshops, Heroes Outpost military hospitality (presented by Casey's), the Sensory Space accessibility program, and the Pedal to the PCC sustainability bike ride. Revenue is generated through corporate sponsorship (title sponsor Principal Financial Group with a five-year extension signed in 2023, presenting sponsor Wells Fargo, plus 250+ additional partners), ticket sales (gallery tickets starting at $25), premium hospitality packages (Fareway Club, Michelob Ultra Club, High Noon Lounge), and the Birdies For Charity donation program. Tickets are distributed via the official website with free admission for children 15 and under and military/veterans.

Charity beneficiaries include Blank Children's Hospital, MercyOne Des Moines Medical Center, United Way of Central Iowa, Variety – the Children's Charity of Iowa, and the By Degrees Foundation, among nearly 90 nonprofits statewide. The tournament has earned the PGA TOUR Champions President's Award twice (2016, 2024) and the 2025 Iowa Travel Industry Partners Sustainability Initiative Award, and is pursuing carbon neutrality by 2035 through a partnership with MidAmerican Energy that delivered 88.5% clean energy supply for the 2024 event. The organization is headquartered at 655 9th Street in Des Moines, Iowa.

Name

Principal Charity Classic

Legal name

Golf Charitable Foundation of Greater Des Moines

Website

https://principalcharityclassic.com

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

1–10 employees

Short description

Principal Charity Classic is the only PGA TOUR Champions event in Iowa, operated by Golf Charitable Foundation of Greater Des Moines (a 501(c)(3)) and held annually at Wakonda Club in Des Moines, raising funds for Iowa children's charities through corporate sponsorships, ticket sales, and donations.

Ownership category

akta.pro rank

Product category

Charitable Sports Event Management

NAICS

Grantmaking and Giving Services (81321)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Sports Fundraising & Development Services (Foundations, NIL Collectives Support) (MPAKAKAK)

akta.pro secondary industries

Arts, Sports & Recreation-Based Youth Development Nonprofits (BPAGADAJ), Amateur & Grassroots Tournament Organizers (MPAKADAH)

Keywords

• Charitable golf tournament
• PGA TOUR Champions event
• Charity fundraising events
• Youth development programs
• Corporate sponsorship events

Headquarters

HQ city

Des Moines

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Operations, Personnel, Marketing or Sales, Others

Revenue model

1. Charitable Donations: The tournament raises money through corporate sponsorships, spectator donations, Birdies For Charity program contributions, and direct charitable giving. In 2025, the tournament raised a record $10.6 million. Since 2007, more than $73 million has been raised in total.
2. Ticket Sales: Revenue generated from selling tickets to the tournament. Tickets start at $25, with free admission for children 15 and under and military/veterans. Hospitality packages and VIP experiences are also available for purchase.
3. Sponsorship Revenue: Corporate sponsors pay to associate with the tournament, including title sponsor Principal Financial Group, presenting sponsors, and other corporate partners at various levels.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Principal Charity Classic is an annual PGA TOUR Champions professional golf tournament held at Wakonda Club in Des Moines, Iowa, that brings touring professionals together with Central Iowa businesses and families to raise money for Iowa children's charities. The organization sells individual spectator tickets and corporate sponsorship/hospitality packages, operates the Birdies For Charity donation program supporting nearly 90 Iowa nonprofits, and runs the Legacy Project youth workforce development initiative.

Product overview

Principal Charity Classic is an award-winning PGA TOUR Champions charitable golf tournament event managed by Eventive Sports. The organization offers a single unified event product—the annual professional golf tournament—along with supporting programs and experiences. Key products include the main tournament, the Birdies For Charity donation program, the Legacy Project youth development initiative (including Career Ready Collective and Drive for 515 Challenge), various spectator experiences (Fan Village, Junior Clinic, Sensory Space, Pedal to the PCC bike event), ticket and hospitality packages (Fareway Club, Michelob Ultra Club, Heroes Outpost military hospitality), and volunteer programs. The tournament is Iowa's only PGA TOUR Champions event and has raised over $73 million for Iowa children's charities since 2007.

Differentiator

Problem solved

Functional benefit

Brands

• Birdies For Charity: Program supporting nearly 90 non-profits throughout the state of Iowa through charitable donations raised during the tournament.
• Legacy Project

Products and services

• Principal Charity Classic Tournament Annual PGA TOUR Champions professional golf tournament held at Wakonda Club in Des Moines, Iowa, bringing PGA TOUR Champions players together with Central Iowa businesses and families to benefit Iowa children's charities.
• Birdies For Charity Program Donation program supporting nearly 90 non-profits throughout the state of Iowa. Donations are distributed to Tournament Charity Partners or directed to the Legacy Project.
• Legacy Project Community-driven, work-based learning program to prepare Iowa youth for future employment, introducing professional and technical skills including financial planning, customer service, teamwork, delegation, and communication.
• Tickets and Hospitality Experiences Various ticket options including gallery tickets starting at $25, VIP hospitality packages (Fareway Club, Michelob Ultra Club, High Noon Lounge), and special experiences for spectators.
• Fan Village Family-friendly area featuring interactive golf activities, Expo Row local business showcase, beer garden seating, video screens for on-course action, and Kids Zone with activities from Des Moines Children's Museum.
• Junior Clinic Workshop Free youth programming for children ages 6-12 to learn hands-on golf skills from PGA TOUR Champions professionals, with expanded sports offerings including partnerships with Iowa Cubs, Iowa Wolves, and Iowa Wild.
• Sensory Space Designated sensory tent and sensory bags for guests with sensory needs (PTSD, autism, dementia, strokes), in partnership with KultureCity and Variety – the Children's Charity of Iowa.
• Pedal to the PCC Inaugural bike ride event encouraging spectators to bike to the tournament, reducing travel emissions and promoting active transportation, with free admission ticket, bike valet, and commemorative items.
• Heroes Outpost Complimentary tickets and hospitality venue for veterans and active military personnel, located at 13 Green with first-class views, plus complimentary food and beverage.
• Volunteer Program Opportunities for individuals to play key roles in the tournament, with various committee positions and volunteer appreciation events; 1,100+ volunteers supported the 2024 tournament with over a third being Principal employees.
• Drive for 515 Challenge Charitable giving challenge during tournament competition where donations are made to the Legacy Project when PGA TOUR Champions professionals make birdies, eagles, or aces on specific holes.
• Career Ready Collective Career development program administered by Greater Des Moines Partnership to prepare youth for the future of work, featuring keynote speakers, professional skill development, and networking opportunities.

Quantifiable outcome

• Raised more than $73 million for Iowa youth since 2007
• +3 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

20 partnerships are on record, tiered core and minor.

• Wakonda ClubcoreStrategic or Co-development Partner · 1 January 2026Host venue for the Principal Charity Classic tournament. Located in Des Moines, Iowa, the historic Wakonda Club underwent renovations including new irrigation systems, drought-tolerant grass, tree planting, and native area creation to enhance sustainability. The club's board and staff work closely with the tournament on course improvements and event logistics.
• Foster GroupminorStrategic or Co-development Partner · 1 January 2026Sponsor referenced on course map materials for the 2026 tournament.
• Casey'sminorStrategic or Co-development Partner · 1 January 2026Presents the Heroes Outpost hospitality venue for military heroes and their families at the tournament.
• Greater Des Moines PartnershipcoreStrategic or Co-development Partner · 1 January 2024Administrator of the Legacy Project's Career Ready Collective program. Develops standardized curriculum and work-based learning models taught through summer youth internship programs. Jenae Sikkink serves as Senior Vice President of Talent Development and Inclusive Strategies.
• The Mutual GroupminorStrategic or Co-development Partner · 1 January 2024Student Well-Being Sponsor for the Legacy Project, supporting the initiative's efforts to prepare youth for future employment.
• Blue Cross Blue Shield (Iowa)minorStrategic or Co-development Partner · 1 January 2024Student Inspiration Sponsor for the Legacy Project, contributing to youth development and career readiness programming.
• Bank IowaminorStrategic or Co-development Partner · 1 January 2024Program Sponsor for the Legacy Project, supporting the community-driven work-based learning program.
• Tory FlynnminorStrategic or Co-development Partner · 1 January 2024Program Sponsor for the Legacy Project.
• MidAmerican EnergycoreStrategic or Co-development Partner · 1 January 2024Key sustainability partner providing clean energy solutions. The tournament achieved 88.5% clean energy supply through MidAmerican Energy partnership, supporting the event's goal of becoming carbon-neutral by 2035.
• GreenState Credit UnionminorStrategic or Co-development Partner · 1 January 2024Sponsor of Pedal to the PCC initiative, encouraging spectators to bike to the tournament and supporting sustainable transportation efforts.
• Big Grove BreweryminorStrategic or Co-development Partner · 1 January 2024Sponsor of Pedal to the PCC inaugural bike ride event, with a stop at their venue during the route to Wakonda Club.
• Trees ForeverminorStrategic or Co-development Partner · 1 January 2024Sustainability partner supporting reforestation efforts and recycling initiatives through the tournament's environmental programs.
• Iowa Waste ExchangeminorStrategic or Co-development Partner · 1 January 2024Waste diversion partner working to increase recycling, repurposing, and composting efforts to achieve sustainability goals.
• Des Moines Water WorksminorStrategic or Co-development Partner · 1 January 2024Sustainability partner supporting water conservation initiatives at the tournament.
• Supply HiveminorStrategic or Co-development Partner · 1 January 2024Partner that received over 4,400 pounds of surplus food from the tournament to donate to local communities.
• Wells FargocoreGTM or Marketing Partner · 1 January 2023Presenting sponsor of the Principal Charity Classic, supporting the tournament's marketing and promotional efforts as indicated in the LinkedIn company reference.
• KultureCityminorStrategic or Co-development Partner · 1 January 2023Provides sensory-inclusive tent and resources for the sensory space at the tournament, helping guests with sensory needs feel welcome.
• Sammons Financial GroupcoreStrategic or Co-development Partner · 1 January 2021Lead Sponsor of the Legacy Project initiative, having seeded the program with $50,000 donations. The Legacy Project supports diversity, equity, and inclusion initiatives through youth employment programs. Sammons Financial Group has partnered with the tournament to address racial disparities and inequities in the community.
• Eventive SportscoreImplementation/ SI/ Consulting Partner · 1 January 2016Tournament management company based in Birmingham, Alabama, providing professional event management, operations, and administration. Has managed PGA TOUR events including BMW Championships and U.S. Senior Open. Steve Nieman serves as Assistant Vice President of the Golf Division for Eventive Sports.
• Principal Financial GroupcoreStrategic or Co-development Partner · 1 January 2007Title sponsor since 2007. Principal Financial Group provides title sponsorship funding and has representatives actively involved on the tournament board and committees year-round. The partnership has generated over $73 million for Iowa youth charities. Principal executives serve as board chair and are deeply engaged in tournament operations and strategic direction.

Scale indicators7 records

Recent moves3 records

Expansion highlights6 records

Others

• Wakonda Club: Host venue for the Principal Charity Classic. Peer-adjacent infrastructure provider whose course condition and availability directly determine the tournament's operational viability.
• Eventive Sports: Tournament management company that operates the Principal Charity Classic on behalf of the foundation. Parent-level operational peer that also runs other PGA TOUR Champions and major championship events.

Direct peers

• Stanford St. Jude Championship: PGA TOUR Champions event benefiting St. Jude Children's Research Hospital. Comparable as a top-tier Champions event with a single dominant charity beneficiary and large annual fundraising target.
• Shaw Charity Classic: PGA TOUR Champions event in Calgary structured as a charitable fundraiser, with proceeds distributed to children's charities. Direct peer in tour level, mission, and donation-distribution model.
• Charles Schwab Cup Championship: Season-ending PGA TOUR Champions event with title sponsorship by a major financial services brand (similar to Principal). Comparable in tour tier, financial-services title sponsorship, and championship-style presentation.
• PURE Insurance Championship: PGA TOUR Champions event at Pebble Beach with the Champions Tour's first playing role for the First Tee network. Comparable charitable youth-focused Champions event model.
• Dominion Energy Charity Classic: PGA TOUR Champions event with an explicitly charitable model, raising money for Virginia-based charities. Closest direct comparable in naming convention, structure (PGA TOUR Champions stop), and charity-driven fundraising thesis.
• The Ally Challenge: PGA TOUR Champions event in Michigan benefiting local children's charities. Direct comparable in regional charity focus, Champions tour level, and corporate-sponsored fundraising structure.
• Mitsubishi Electric Championship at Hualalai: Season-opening PGA TOUR Champions event with corporate title sponsor (Mitsubishi Electric). Comparable Champions tour tier, title-sponsor model, and premium hospitality experience structure.

Broad incumbents

• Boeing Classic: PGA TOUR Champions event in the Pacific Northwest with a major corporate title sponsor (Boeing). Comparable as an established Champions stop with similar regional economic impact and charitable giving mission.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/PCCTourn
• Facebookfacebook.com/PrincipalCharityClassic
• LinkedInlinkedin.com/company/principal-charity-classic
• Instagraminstagram.com/principalcharityclassic

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Principal Charity Classic