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, which was posted online last week by the popular content creators who also serve as the title sponsor for an upcoming PGA Tour event this fall, was quickly removed after it sparked a wave of criticism for depicting physical aggression toward a woman.
In the video, a man is seen forcefully shoving a woman who reaches for his newly‑released Callaway driver, knocking her to the ground and warning her not to touch the club while she lies there. The scene was widely condemned as an example of violence against women, prompting a swift backlash on social media.
Good Good Golf issued an apology via a statement on the social platform X, acknowledging that the video did not reflect the brand’s values. Callaway Golf also expressed regret, admitting that mistakes had been made in how the incident was handled. During a press conference held ahead of the Tour Championship, Rolapp addressed the issue directly.
He said, "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, which launched its YouTube channel in 2020, has grown to become one of the largest creators of golf‑related content.
The company is slated to host the Good Good Championship, a PGA Tour event scheduled for November 12‑15. In their apology posted on X 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, the equipment manufacturer whose driver was featured in the video, also released a statement expressing disappointment. Chief executive Chip Brewer issued an extended comment on Tuesday, explaining the company's internal review and the steps being taken. "The approval never should have happened.
Mistakes were made, and we are taking the matter very seriously," Brewer said. "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 scheduled for Tuesday night. The decision came after one of the show's sponsors requested that its branding be removed from the series, prompting the network to delay the broadcast to allow for necessary production updates.
"This postponing will allow for necessary production updates, following a request from one of the show's sponsors to remove its branding from the series," the Golf Channel said in an official statement. Key figures from Good Good Golf, including co‑founder Garrett Clark and regular contributor Alexis Miestowski, were 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 was intended to bring fresh, inclusive content to golf fans, but the incident highlighted the challenges of aligning brand messaging with the evolving expectations of audiences regarding gender respect and safety. In the broader context, this episode underscores the growing scrutiny placed on sports marketing and content creation. Audiences now demand that brands and influencers uphold standards of respect and inclusivity, especially in a sport like golf that has historically struggled with diversity.
Companies are increasingly being held accountable not only for the products they sell but also for the cultural messages they disseminate through their media channels. Moving forward, both Good Good Golf and Callaway Golf have indicated a commitment to revisiting their internal review processes.
They plan to implement stricter oversight for future campaigns, ensuring that any content released aligns with the core values of both the PGA Tour and the broader golf community. The incident also serves as a cautionary tale for other content creators and sponsors in the sports world, reminding them that even seemingly light‑hearted promotional material can have serious repercussions if it crosses ethical lines.
In summary, the PGA Tour's leadership has expressed disappointment and called for greater accountability, while Good Good Golf and Callaway Golf have issued public apologies and promised to improve their content vetting procedures. The postponement of the "Big Break x Good Good" series further illustrates the ripple effect that a single misstep can have across multiple stakeholders in the golf industry. As the sport continues to evolve and strive for greater inclusivity, all parties involved are now faced with the task of rebuilding trust and ensuring that future content reflects the respect and safety standards expected by fans and participants alike.