Alex McCarty Appointed Tournament Director and Steve Nieman Named Executive Director for the Principal Charity Classic


Des Moines, Iowa – Eventive Sports of Birmingham, Alabama, and The Principal Charity Classic, are thrilled to announce significant leadership transitions within the organization’s team. Alex McCarty has been promoted to the role of tournament director for the Principal Charity Classic. Concurrently, former tournament director Steve Nieman will be stepping into the role of executive director for the tournament.


Alex McCarty’s journey with Eventive Sports began in 2014 when he joined the Principal Charity Classic team, as an intern, following his graduation from Simpson College in Indianola, Iowa with a degree in sports administration. His impressive career with Eventive Sports includes managing two BMW Championships on the PGA TOUR and a U.S. Senior Open. McCarty most recently served as the sales director for the Principal Charity Classic, where he continues to play a pivotal role in driving the tournament’s success.


McCarty shared his enthusiasm for his new role, stating, “I’m excited to take on the position of tournament director for the Principal Charity Classic. Having been a part of this incredible event for several years, I’ve witnessed the positive impact it has on our local community. I look forward to leading our team in delivering exceptional tournaments for many years to come.”


Steve Nieman, who served as tournament director of the Principal Charity Classic for the past two years, will now take on the role of executive director. In his new capacity, Nieman will manage the PGA TOUR Champions relationship and help shape the strategic vision with the board of directors for the Principal Charity Classic. In addition to his role with the tournament, he continues to serve as the assistant vice president of the golf division for Eventive Sports.


“I am thrilled to see Alex promoted to the tournament director’s role,” said Nieman. “Under Alex’s leadership this team will take the event to new heights at all levels, from sponsorship and player experiences, to volunteer engagement and growing the community impact. It truly is an exciting time for the Principal Charity Classic.”


The Principal Charity Classic will be held May 29 – June 2, 2024 at the Wakonda Club.



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

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 2023, the Principal Charity Classic raised $8 million for charity, bringing the tournament’s giving total to more than $53.7 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.

About PGA TOUR Champions
PGA TOUR Champions is a membership organization of professional golfers age 50 and older, including 34 members of the World Golf Hall of Fame. The Tour’s mission is to provide financial opportunities for its players, entertain and inspire its fans, deliver substantial value to its partners, create outlets for volunteers to give back, and generate significant charitable and economic impact in tournament communities. Follow PGA TOUR Champions online at, or on social media: Facebook, Twitter @ChampionsTour, and Instagram @pgatourchampions.