The head of the PGA Tour, Brian Rolapp, has openly questioned whether the popular content collective Good Good Golf has taken sufficient responsibility for a controversial promotional video that featured a new Callaway driver. The video, which was released last week by the creators—who also serve as the title sponsor for an upcoming PGA Tour event this autumn—was swiftly taken down after a wave of criticism that it depicted violence against a woman. In the clip, a man aggressively shoves a woman who is reaching for his newly‑released Callaway driver, forcing her to the ground and then warning her not to touch the club while she lies there.
The scene sparked immediate backlash on social media, with many observers calling the portrayal unacceptable and contrary to the sport’s values of respect and inclusivity. Good Good Golf responded with an apology posted on the social‑media platform X, acknowledging that the video conflicted with the brand’s own principles. Callaway Golf, the manufacturer of the driver featured in the ad, also issued a statement saying it was disappointed by the incident and that "mistakes were made" in how the situation was handled.
Rolapp, speaking at a press conference ahead of the Tour Championship, expressed his concerns directly. When asked if Good Good Golf had shown enough accountability, Rolapp said, "I think initially no.
What we saw was concerning and clearly not aligned with PGA Tour values. We take it very seriously. Their initial response was disappointing—it was defensive and delayed. However, the subsequent responses have been improving.
We've had conversations with them, and we will continue to monitor and work with them moving forward. But we remain disappointed with what we saw." Good Good Golf began as a YouTube channel in 2020 and has grown into one of the sport’s largest digital content creators.
The channel is set to host the Good Good Championship, a PGA Tour event scheduled for November 12‑15. In their apology posted on Saturday, the company wrote, "We posted a video to our channels that ultimately depicted actions that are not aligned with our values as a brand. We have since taken that content down and sincerely apologise.
Good Good has always stood for making the game of golf more inclusive to all, and we will continue to ensure that is our mission moving forward." Callaway Golf echoed similar sentiments, saying it was disappointed by the video but appreciative that Good Good addressed the issue. Chief executive Chip Brewer released a more detailed statement on Tuesday, explaining the company's internal handling of the incident. He said, "The approval never should have happened.
Mistakes were made, and we are taking the matter very seriously. As we deal with the consequences of our mistake and complete our investigations, I want to make it clear that we sincerely apologize for the video." The fallout extended beyond the two companies. The Golf Channel announced that it would postpone the premiere of the reality series "Big Break x Good Good," which had been slated for Tuesday night.
The decision came after one of the show's sponsors requested that its branding be removed from the program, prompting the network to delay the episode to allow for necessary production updates. Key figures from Good Good Golf, including co‑founder Garrett Clark and regular contributor Alexis Miestowski, were directly involved in the creation of the promotional video. The brand, which produces television shows, apparel, and other merchandise, first partnered with Callaway Golf in 2023.
The partnership had been celebrated as a way to bring fresh, digital‑first content to a broader golf audience, but the controversy has now cast a shadow over that collaboration. The incident raises broader questions about how emerging digital media entities align with the traditional values of the sports they cover. While Good Good Golf has been praised for its ability to engage younger fans and make golf feel more accessible, the episode underscores the responsibility that comes with such influence. Audiences expect that content creators, especially those tied to major brands and events, will uphold standards of respect and safety.
Moving forward, both Good Good Golf and Callaway Golf have indicated that they will review internal approval processes to prevent similar missteps. Rolapp’s comments suggest that the PGA Tour will continue to keep a close eye on the partnership, ensuring that any future promotional material reflects the organization’s commitment to inclusivity and respect for all participants. The situation also serves as a reminder to sponsors and advertisers across the sports industry that brand alignment goes beyond simple product placement.
Companies must consider the cultural and ethical implications of the content they support, particularly when it reaches a global audience through platforms like YouTube and social media. In summary, the controversy surrounding the Good Good Golf video has prompted public apologies from both the content creator and the equipment manufacturer, sparked scrutiny from the PGA Tour’s leadership, and led to programming changes on the Golf Channel.
As the Good Good Championship approaches, all parties involved appear poised to take corrective action, emphasizing a renewed commitment to the values of respect, inclusivity, and responsible storytelling within the sport of golf.