Month: March 2023

Principal® announces five-year extension agreement for Principal Charity Classic

a group of people standing on top of a grass covered field

(DES MOINES, Iowa) — Principal Financial Group®  announced a five-year extension agreement with the Principal Charity Classic to continue its long-standing support for the annual PGA TOUR Champions tournament held at the Wakonda Club in Des Moines, Iowa. With the new five-year agreement, Principal will remain title sponsor in its efforts to raise money for Iowa Charities focused on supporting children in areas of education, health, financial security, and stability.


“We’re thrilled to continue our partnership with the Principal Charity Classic, which has played a crucial role in the positive impact we’ve been able to have on children in Des Moines and surrounding areas,” said Ken McCullum, board chair for the Principal Charity Classic. “The tournament draws more than 70,000 fans each year, and this year spectators can expect a strong field of PGA TOUR Champions players and new features to provide a more immersive fan experience.”

Attendees of the event will experience new amenities this year, including a fan village and a dedicated kid zone where families can spend downtime with their children throughout the tournament. The new features are an effort to provide a more seamless experience for both golfers and non-golfers who attend the annual event.


Additionally, Principal Charity Classic revealed its 2022 Sustainability Report highlighting goals to create a more sustainable tournament in alignment with Principal, the City of Des Moines, and select United Nations Sustainable Development Goals.


These sustainability initiatives include energy and carbon reduction, waste management and reduction, food systems and security, and financial support for underrepresented groups. By 2024 the Principal Charity Classic aims to achieve a 40% waste diversion and commit to a zero-waste tournament by 2032.

“We’re excited to extend our partnership with Principal for another five years and continue the positive work the Principal Charity Classic has afforded the Iowa community,” said PGA TOUR Champions President Miller Brady. “The tournament’s commitment to the new renovations and sustainability efforts to the course enables us to continue hosting the annual event and will be instrumental in making this Tour special for years to come. Those programs, along with Wakonda Club’s planned renovations, help this tournament stand out for not only our players, but the fans and volunteers who support PGA TOUR Champions each year.”

Since Principal became a title sponsor of the tournament in 2007, the event has raised over $45.6 million for Iowa children’s charities. Last year, the Principal Charity Classic raised more than $8.2 million, surpassing the previous record of $7.3 million set in 2021. The money raised in the tournament provides funding to Tournament Charity Partners supporting local youth throughout the city of Des Moines and the Birdies for Charity program which assists close to 90 non-profits in the state of Iowa.

“The opportunity to be part of such an impactful event is an honor for us who play the game each year,” said Jerry Kelly, 2022 Principal Charity Classic Champion. “The best part of it all is seeing the excitement of the kids, which inspires us to compete and bring our best game to the tournament. This is only possible because of the endless support we receive from the city of Des Moines, Principal, and the Wakonda Club.”

Wakonda Club’s sustainability initiatives
In addition to Principal Charity Classic’s sustainability initiatives, the Wakonda Club will undergo renovations to its course to enhance safety, experience, and sustainability practices including: installation of a new irrigation system designed for water efficiency and conservation, as well as introducing a new strand of grass that is more drought-tolerant; planting 170 trees throughout the course to replace those which were unstable, lost in weather events or removed during course improvements; and creating more native areas to reduce the need for routine watering and maintenance.

“Sustainability and conservation are important to Wakonda Club members as well,” said John Ruan IV, Wakonda Club Board president. “So as our superintendent and Greens Committee work on plans with the course architect and contractors, we try to incorporate safety and sustainability in every aspect of the renovation.”

The 2023 Principal Charity Classic will take place May 31 – June 4 at the Wakonda Club. For more information, visit


About the Principal Charity Classic
The Principal Charity Classic is an annual and award-winning PGA TOUR Champions event dedicated to investing in the future of Iowa kids. In 2022, the Principal Charity Classic raised a record $8.2 million for charity, bringing the tournament’s giving total to more than $45.6 million since 2007. Tournament funds benefit organizations that provide a broad level of support to Iowa kids in the areas of education and culture, financial security and stability, and health and wellness.

For more information, visit, or connect with the tournament on social media:  Facebook, Twitter @PCCTourney, and Instagram @principalcharityclassic.

Bruno Event Team Announces Rebrand to Eventive Sports

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Bruno Event Team Announces Rebrand to Eventive Sports

The dedicated industry leader in sports event management has a new name and new partner

Birmingham, ALA – Bruno Event Team, a leading sports event management company, announced today that it is rebranding to Eventive Sports to better align its brand with the company’s vision and mission. The company also announced new leadership.

Since 1996, Eventive Sports has set itself apart in sports event management. The company has managed over 250 major events, including Regions Tradition, Children’s of Alabama Indy Grand Prix, U.S. Senior and Women’s Golf Opens, SEC Baseball Tournament, Magic City Classic, NCAA tournaments, 1996 Olympic Soccer, Davis and Fed Cup, and The World Games 2022.  Eventive Sports also supports gameday operations for the United States Football League, The University of Alabama, Auburn University, UAB, and Alabama State University.

“We’re proud of our history and the reputation we’ve built over the past 28 years,” said Gene Hallman, co-owner, CEO and Chairman of Eventive Sports. “As the industry continues to evolve, we felt it was important to evolve with it. Our new brand reflects our commitment to innovation, excellence, and client satisfaction. We are excited to see how it will thrive in the years to come.”

Eventive Sports is proud to announce a new partner in the company, Colin Roberts. Roberts joins the company as co-owner, President and Chief Operating Officer. Prior to joining the company, he served as General Counsel of Freedom Solar, the largest solar installation company in Texas; Executive Vice President—General Counsel and Corporate Secretary of Parsley Energy, Inc., a NYSE-traded exploration and production company based in Austin, Texas; and practiced corporate law with Alston & Bird LLP, an international law firm, in the firm’s New York City office. Roberts will serve a vital role in driving business development and operational execution and efficiency.

“I am excited to be a part of the team at Eventive Sports. Today marks a new chapter for the company and I look forward to contributing to its continued success,” said Roberts.



About Eventive Sports

Based in Birmingham, Alabama, Eventive Sports is the industry leader in dedicated sports event management.  Since 1996, Eventive Sports has set itself apart serving athletes, sponsors and fans, nationally and internationally, at the highest level of excellence. Eventive Sports is a team of dedicated professionals with expertise in all aspects of event management, marketing and operations. For more information, please visit



Birmingham, ALA (January 18, 2023) – Alabama’s premier INDYCAR event announced today that the event has a new title sponsor, Medical Properties Trust. Through Medical Properties Trust’s philanthropic vision, the event will be named “Children’s of Alabama Indy Grand Prix”.

Medical Properties Trust, a Birmingham-based real estate investment trust specializing in the acquisition and development of net-leased hospital facilities around the world, has entered into a five-year sponsorship agreement for the naming rights of the event and has dedicated the entitlement to Children’s of Alabama. A percentage of proceeds from ticket sales and additional ancillary events will benefit Children’s of Alabama.

Children’s of Alabama is ranked among the best children’s hospitals by U.S. News & World Report. Children’s serves patients from every county in Alabama and is one of the ten busiest pediatric hospitals in the United States.  

The three-day racing event will take place April 28 – 30, featuring the NTT INDYCAR SERIES. In its 13th year, the event is hosted at the world-renowned Barber Motorsports Park, home of the Barber Vintage Motorsports Museum. This year’s event, April 28 – 30, kicks off the Month of May leading into the Greatest Spectacle in Racing, the Indianapolis 500.  Tickets are on sale now at, with General Admission tickets starting at $25. Kids 15 and under are admitted free with a ticketed adult.

“Children’s of Alabama provides invaluable resources to the children of our state and the southeast,” said Edward K. Aldag, Jr., Chairman, President and CEO of Medical Properties Trust.  “As a proud and long-time supporter of Children’s of Alabama, we are delighted to be able to sponsor the Indy Grand Prix on behalf of Children’s of Alabama at Barber Motorsports Park to increase awareness of their services and raise funds for the world-class hospital.”

“We are honored to be the primary beneficiary of Children’s of Alabama Indy Grand Prix,” said Tom Shufflebarger, President and CEO of Children’s of Alabama. “We have enjoyed our partnership with Medical Properties Trust for many years, and we cannot thank them enough for making Children’s of Alabama an even bigger part of this amazing weekend.”

“We are incredibly excited about this agreement with Medical Properties Trust. It marks a new era for this event,” said Gene Hallman, CEO of ZOOM Motorsports, the exclusive promotor of Barber Motorsports Park.  “We thank Medical Properties Trust for their partnership which will allow the event to be the first NTT INDYCAR SERIES race to partner with a non-profit for the naming rights to a race.”

“Since the first race in 2010, the growth of the NTT INDYCAR SERIES in Alabama has been remarkable,” said INDYCAR President Jay Frye. “It is tremendous to see Medical Properties Trust partner with Barber Motorsports Park to expand on its Racing for Children’s program. Barber Motorsports Park has a tradition of producing great racing and exciting partnerships and we look forward to seeing both continue for years to come.”

Honda will continue their long-standing partnership with the event as the official automobile partner.


About Children’s of Alabama Indy Grand Prix

In its 13th year, the Children’s of Alabama Indy Grand Prix is a signature event on the NTT INDYCAR SERIES circuit. This year’s event will feature ten races over three days with drivers such as Will Power, Romain Grosjean, Scott Dixon and Alex Palou at the world-renowned Barber Motorsports Park from April 28 – 30. The event generates more than $20 million in economic impact annually, with tickets sold in 50 states and 8 countries. The race is broadcast by NBC nationally and internationally to more than 100 countries. Additional events include wine tastings, an art festival, INDY 5K, Fan Zone and more. For more information, please visit

The Barber Motorsports Park is home of the Barber Vintage Motorsports Museum, a 501(c)(3) Not for Profit Foundation located at the 880-acre Barber Motorsports Park dedicated to vintage motorcycles and motorsports. The museum is home to the world’s largest motorcycle collection and is widely known for its collection of vintage Lotus racecars and other rare vehicles.


About Children’s of Alabama

Since 1911, Children’s of Alabama has provided specialized medical care for ill and injured children, offering inpatient, outpatient and primary care throughout Central Alabama. Ranked among the best children’s hospitals in the nation by U.S. News & World Report, Children’s serves patients from every county in Alabama and nearly every state. Children’s is a private, not-for-profit medical center that serves as the teaching hospital for the University of Alabama at Birmingham (UAB) pediatric medicine, surgery, psychiatry, research and residency programs. The medical staff consists of UAB faculty and Children’s full-time physicians, as well as private practicing community physicians.


About Medical Properties Trust

Medical Properties Trust is a self-advised real estate investment trust formed in 2003 to acquire and develop net-leased hospital facilities. From its inception in Birmingham, Alabama, the Company has grown to become one of the world’s largest owners of hospitals in ten countries across four continents. MPT’s financing model facilitates acquisitions, recapitalizations and allows operators of hospitals to unlock the value of their real estate assets to fund facility improvements, technology upgrades and other investments in operations. For more information, please visit the Company’s website at



The NTT INDYCAR SERIES is North America’s premier open-wheel auto racing series. It features an international field of the world’s most versatile drivers – including two-time and reigning series champion Will Power, six-time series champion Scott Dixon, two-time series champion Josef Newgarden, four-time Indianapolis 500 winner Helio Castroneves and reigning “500” winner Marcus Ericsson – who compete on superspeedways, short ovals, street circuits and permanent road courses. The 2023 season consists of 17 races in the United States and Canada and is highlighted by the historic Indianapolis 500 presented by Gainbridge. The NTT INDYCAR SERIES, INDYCAR, INDY NXT by Firestone, the Indianapolis Motor Speedway and IMS Productions are owned by Penske Corporation, a global transportation, automotive and motorsports leader. For more information on the NTT INDYCAR SERIES, please visit