The chief executive of the PGA Tour, Brian Rolapp, has publicly questioned whether the digital media firm Good Good Golf has taken sufficient responsibility for a controversial promotional video that featured a new Callaway driver. The clip, posted online by the popular content creators who also serve as the title sponsor for an upcoming PGA Tour event this fall, was swiftly removed after it sparked a wave of criticism for depicting an act of violence against a woman. In the video, a man forcefully shoves a woman who is reaching for his Callaway driver, knocking her to the ground and warning her not to touch the club while she lies on the floor. The scene was widely condemned as inappropriate and contrary to the inclusive values that golf organizations strive to promote.
Good Good Golf responded with an apology posted on the social media platform X, acknowledging that the content was not aligned with the brand’s values and stating that the video had been taken down. Callaway Golf, the equipment manufacturer whose product was featured, also issued a statement expressing disappointment and admitting that "mistakes were made" in how the incident was handled. In a press conference held ahead of the Tour Championship, Rolapp expressed his concerns, saying, "I think initially no.
I think what we saw was concerning, is clearly not aligned with PGA Tour values. We take it very seriously.
I think their initial response was disappointing. It was a bit defensive and late.
But I think the responses are getting better. We've had some conversations with them, so we'll continue to monitor and work with them going forward. But now, we were disappointed with what we saw." Good Good Golf began as a YouTube channel in 2020 and has grown to become one of the largest golf‑focused content creators on the platform.
The company’s rising influence earned it the role of title sponsor for the Good Good Championship, a PGA Tour event scheduled for November 12‑15. The controversy surrounding the video threatens to tarnish that partnership, prompting both the PGA Tour and Callaway to reassess their relationships with the brand.
In its apology, Good Good Golf 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." The statement attempted to reaffirm the company's commitment to inclusivity while acknowledging the misstep. Callaway Golf’s chief executive, Chip Brewer, released a more detailed statement on Tuesday, explaining the company's internal review and the steps being taken to prevent similar incidents.
"The approval never should have happened. Mistakes were made, and we are taking the matter very seriously," Brewer said. He added that the company is conducting investigations and will be transparent about the outcomes, emphasizing a sincere apology for the video and its impact. The fallout extended beyond corporate statements.
The Golf Channel announced that it would postpone the premiere of the reality series "Big Break x Good Good," which had been slated to air on 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 launch to allow for necessary production changes. The channel’s statement read, "This postponement will allow for necessary production updates, following a request from one of the show's sponsors to remove its branding from the series." Key figures from Good Good Golf, including co‑founder Garrett Clark and regular content creator Alexis Miestowski, were directly involved in the making of the promotional video.
Their participation has placed them under heightened scrutiny as the industry examines how influencer‑driven marketing can sometimes cross ethical lines. Beyond the immediate controversy, the incident raises broader questions about the responsibilities of digital creators who partner with major sports brands.
As platforms like YouTube and TikTok become primary channels for reaching younger audiences, the line between entertainment and brand messaging can blur, making it essential for sponsors to enforce clear guidelines and for creators to understand the potential repercussions of their content. Good Good Golf has diversified its offerings beyond online videos; the brand produces television‑style shows, apparel lines, and various merchandise items. Its partnership with Callaway Golf began in 2023 and has been highlighted as a strategic move to blend traditional golf equipment marketing with modern, influencer‑driven storytelling. However, the recent scandal underscores the need for tighter oversight when brand ambassadors create content that reflects on both the sponsor and the sport as a whole.
In the weeks ahead, the PGA Tour, Callaway, and Good Good Golf are expected to continue dialogue aimed at repairing trust with fans, sponsors, and the broader golf community. While the immediate response has involved apologies and the removal of the offending video, long‑term measures may include revised content approval processes, mandatory sensitivity training for creators, and more transparent reporting mechanisms for any future promotional material.
The incident serves as a cautionary tale for the growing ecosystem of sports influencers: the power to reach millions comes with a responsibility to uphold the values of the sport and its diverse audience. As golf strives to become more inclusive and appealing to new demographics, ensuring that marketing content aligns with those goals is essential for maintaining the integrity of the game and the confidence of its stakeholders.