The head of the PGA Tour, Brian Rolapp, recently voiced doubts about whether the digital media company Good Good Golf has taken sufficient responsibility for a contentious promotional video that featured a new Callaway driver. The clip, which was released last week by the well‑known content creators who also serve as the title sponsor for an upcoming PGA Tour tournament this fall, was quickly pulled after it sparked a wave of criticism for depicting an act of aggression toward a woman.
In the original footage, a man forcibly shoves a woman to the ground as she reaches for his brand‑new Callaway driver. While she lies on the turf, the man warns her not to touch the club. The scene was widely condemned as an example of violence against women, prompting a backlash across social media platforms and within the broader golf community. Good Good Golf responded with an apology posted on the social‑media site X, acknowledging that the video conflicted with the values they claim to uphold.
Callaway Golf, the manufacturer of the driver featured in the clip, also issued a statement saying that mistakes had been made in the handling of the incident. Rolapp, speaking at a press conference ahead of the Tour Championship, questioned the adequacy of Good Good’s accountability measures. 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." Rolapp added that the PGA Tour has begun discussions with Good Good Golf and will continue to monitor the situation, emphasizing that the organization remains disappointed with what it observed. "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," he said. Good Good Golf launched its YouTube channel in 2020 and has since grown into one of the most prominent content creators in the sport. The company’s influence is set to expand further with the Good Good Championship, slated to become an official PGA Tour event from November 12‑15.
In its apology, Good Good 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 expressed disappointment over the video but also noted appreciation for Good Good’s willingness to address the issue.
Chief executive Chip Brewer released an extended statement on Tuesday, explaining the company's handling of the controversy. He admitted, "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 to broadcast programming as well.
The Golf Channel postponed the scheduled premiere of the reality series "Big Break x Good Good," citing a sponsor’s request to withdraw its branding from the show. A Golf Channel spokesperson said, "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." Key figures at 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’s portfolio includes television productions, apparel lines, and various merchandise items. Their partnership with Callaway Golf began in 2023, marking a relatively recent collaboration that quickly escalated into a high‑profile sponsorship arrangement.
The incident has ignited broader conversations within the golf world about the responsibilities of influencers and content creators, especially when they are aligned with major tour events and corporate sponsors. Critics argue that the aggressive depiction in the video not only undermines the sport’s ongoing efforts to promote inclusivity but also risks alienating a growing demographic of female players and fans. Supporters of Good Good Golf, however, point to the swift removal of the video and the public apologies as evidence that the company is taking corrective action.
Industry analysts note that this episode could serve as a cautionary tale for other digital media entities seeking partnerships with traditional sports organizations. The need for rigorous content review processes, clear brand guidelines, and rapid response protocols is becoming increasingly evident as the line between entertainment and sport continues to blur.
In the case of Good Good Golf, the partnership with Callaway and the PGA Tour has brought both heightened visibility and heightened scrutiny. Moving forward, the PGA Tour has indicated that it will continue to evaluate Good Good Golf’s compliance with its values and expectations.
Rolapp’s comments suggest that while the initial response from Good Good was deemed insufficient, the organization’s subsequent actions have shown improvement. The Tour’s ongoing dialogue with the content creator aims to ensure that future collaborations reflect the inclusive and respectful culture the sport strives to cultivate. For fans and stakeholders, the key takeaway is that accountability in the digital age requires more than a single apology; it demands sustained commitment to ethical standards and proactive measures to prevent similar missteps. As Good Good Golf works to rebuild trust, the broader golf community will be watching closely to see how the company integrates these lessons into its future content, partnerships, and community outreach initiatives.
In summary, the controversy surrounding the Good Good Golf video has prompted apologies from both the influencer network and Callaway Golf, spurred public criticism from the PGA Tour’s leadership, and led to the postponement of a television program. The incident underscores the importance of aligning promotional content with the sport’s core values, particularly regarding gender respect and inclusivity, and highlights the evolving responsibilities of digital creators in the world of professional golf.