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 it released sparked a wave of criticism for depicting violence against women. The clip, which featured popular golf influencers, was posted online last week and quickly removed after viewers condemned the scene in which a man shoved a woman to the ground while she attempted to reach for his newly launched Callaway driver.
The man then warned her not to touch the club as she lay on the floor, a moment that many interpreted as an endorsement of physical intimidation. In the wake of the backlash, Good Good Golf issued an apology via its social‑media channels, acknowledging the misstep and pledging to focus on internal reforms.
Callaway Golf, the manufacturer of the driver highlighted in the video, also released a statement saying that errors were made in how the incident was handled and that the company would take corrective action. The sponsorship in question involved Good Good Golf acting as the title partner for a brand‑new PGA Tour event to be held in Austin, Texas, in November. After extensive discussions with the PGA Tour and a period of internal reflection, the company decided to withdraw its support for the tournament.
In a Thursday statement the firm 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 responded with its own communiqué, confirming that it had been informed of Good Good Golf's decision and that it supported the move. "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," the statement read.
"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 immediately. The equipment maker said it would allocate one million dollars (approximately £736,000) to organizations that work to prevent violence against women, support survivors, and promote education and awareness on the issue.
Callaway also pledged to tighten its content‑approval procedures to prevent a repeat of the incident. "Over the last several days, we have reflected deeply on the hurt and disappointment caused by the video we reposted," the company's statement said. "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 since grown into one of the most influential golf content creators online.
Its rapid rise was built on a mix of instructional videos, course vlogs, and product reviews that resonated with a younger, more diverse audience. However, the recent controversy highlighted the challenges that arise when a brand with a large following attempts to blend entertainment with marketing. In an apology posted on X (formerly Twitter) 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." The incident has sparked a broader conversation within the golf community about the responsibility of influencers and sponsors to uphold ethical standards. Many observers note that while humor and dramatization are common tools in digital content, they must not cross the line into glorifying harmful behavior. The backlash also underscores the growing sensitivity of audiences to gender‑based violence and the expectation that companies will act swiftly to address any perceived endorsement of such conduct. Industry analysts suggest that Good Good Golf's decision to step back from the sponsorship could serve as a cautionary tale for other brands seeking to leverage influencer‑driven campaigns.
They advise that thorough vetting processes, clear brand‑safety guidelines, and rapid response mechanisms are essential to mitigate reputational risk. In the meantime, the PGA Tour will proceed with the Austin tournament as planned, albeit without a title sponsor for the moment.
Organizers have indicated that they will explore alternative sponsorship arrangements and keep fans informed about any updates. For golfers and fans looking to book tee times, the tournament still promises a showcase of top‑level competition across one of the sport's most vibrant markets. The event is expected to draw a strong field, and local businesses are gearing up to welcome visitors from across the country.
As the situation evolves, both Good Good Golf and Callaway have signaled a commitment to learning from the episode and rebuilding trust with their audiences, emphasizing that the sport of golf should remain a welcoming, inclusive space for everyone.