Good Good Golf announced that it will no longer serve as the title sponsor for a PGA Tour tournament slated for this autumn, after a promotional video for a new Callaway driver sparked a firestorm of criticism. The clip, which was posted by the popular golf‑content creators last week, was quickly removed following widespread backlash that it depicted violence against a woman.
In the footage, a man is shown shoving a female figure who reaches for his newly‑released Callaway driver, forcing her to the ground and warning her not to touch the club while she lies there. The scene was deemed by many viewers as an unacceptable portrayal of gender‑based aggression, prompting calls for accountability.
In response, Good Good Golf issued an apology via its social‑media channels, acknowledging the mistake and expressing a commitment to address internal cultural issues. Callaway Golf, the manufacturer of the driver featured in the video, also released a statement saying that "mistakes were made" in how the incident was handled and that the company would take steps to prevent a recurrence. The sponsorship arrangement had originally positioned Good Good Golf as the headline partner for a new PGA Tour event in Austin scheduled for November.
After careful deliberation with the Tour’s leadership, the company decided to step away from the role. In a Thursday statement, Good Good Golf said: "After thoughtful discussion with the PGA Tour and careful reflection, we have decided to step away as sponsor of the tour event in Austin this fall. We recognise that we have work to do as an organisation, and our focus right now is on our team, our culture and ensuring we learn from this situation. We are grateful for our relationship with the PGA Tour and appreciate their partnership over the years.
We remain committed to earning back trust, and we hope to work together again in the future." The PGA Tour issued its own comment, confirming that it had been informed of the decision and that it supported Good Good Golf’s choice to pause its involvement. The Tour’s statement read: "The PGA Tour has been informed of Good Good Golf's decision to step away as sponsor of the event in Austin, Texas, this fall. We agree with their decision to use this time to focus on their organization and the work ahead.
The PGA Tour believes in golf's ability to bring people together and create a welcoming environment for all. The tournament will continue as scheduled from November 12‑15, 2026, and we will provide an update on sponsorship plans at a later date." On the same day, Callaway announced that it had terminated its relationship with Good Good Golf effective immediately.
The equipment maker pledged to donate $1 million (approximately £736,000) to organisations that combat violence against women, support survivors, and promote education and awareness. Callaway also said it had "significantly strengthened our approval procedures to help ensure this does not happen again." In its statement, the company reflected on the impact of the video: "Over the last several days, we have reflected deeply on the hurt and disappointment caused by the video we reposted.
We heard from individuals who shared personal experiences related to violence against women, and their stories were powerful reminders that this issue touches the lives of far too many people. Unequivocally, violence against women is unacceptable and should never be trivialised, normalised, or used as entertainment." Good Good Golf began as a YouTube channel in 2020 and has grown into one of the largest creators of golf‑related content online. The channel’s apology, posted on X (formerly Twitter) on Saturday, read: "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." The incident highlights the increasing scrutiny that brands face when they partner with influencer‑driven media. Audiences now expect content creators to uphold standards of respect and inclusivity, especially on topics as sensitive as gender‑based violence. Companies like Good Good Golf and Callaway are being called upon not only to react swiftly when missteps occur, but also to embed rigorous review processes that catch potentially harmful messaging before it reaches the public.
Industry observers note that the fallout may serve as a cautionary tale for other sports‑marketing partnerships. The rapid withdrawal of sponsorship and the substantial charitable contribution from Callaway suggest that corporations are prepared to take decisive action to protect their reputations and align with broader societal values.
Moreover, the PGA Tour’s measured response underscores its commitment to preserving golf’s image as an inclusive sport that welcomes participants of all backgrounds. For golfers and fans, the immediate practical impact is limited: the Austin tournament will proceed as planned in November, albeit without Good Good Golf’s branding. The event’s organizers have indicated that they will revisit sponsorship options in the future, once Good Good Golf has demonstrated tangible progress in addressing its internal culture and rebuilding trust with stakeholders.
Beyond the specific incident, the episode adds to an ongoing conversation about how digital media can shape public perception of sports brands. As platforms evolve and audiences become more vocal, the responsibility to produce content that respects diversity and condemns violence grows ever more critical. Companies that succeed in this environment will likely invest in comprehensive training for their creators, establish clear editorial guidelines, and maintain transparent channels for feedback and accountability. In summary, Good Good Golf’s decision to withdraw from the PGA Tour sponsorship reflects a broader industry shift toward greater ethical awareness.
While the controversy stemmed from a single video, its repercussions have prompted apologies, charitable pledges, and a reevaluation of partnership strategies across the golf world. The hope expressed by both Good Good Golf and the PGA Tour is that, with time and sincere effort, trust can be restored and future collaborations can proceed on a foundation of mutual respect and shared values.