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 intense backlash for depicting violence against women. The clip, which was posted by the popular golf‑focused content creators last week, was quickly removed following a wave of criticism that highlighted its disturbing portrayal of a man shoving a woman to the ground when she reached for his newly launched Callaway driver.
In the video, the aggressor warns the woman not to touch the club while she lies on the floor, a scene that many viewers found both offensive and unacceptable. In response to the uproar, Good Good Golf issued an apology via its social‑media channels, acknowledging the mistake and expressing remorse for the harm caused. Callaway Golf, the manufacturer of the driver featured in the video, also released a statement conceding that "mistakes were made" in how the incident was handled and promising to tighten its internal review processes. The sponsorship arrangement had originally positioned Good Good Golf as the headline partner for a new PGA Tour event to be held in Austin, Texas, in November.
After careful deliberation with the PGA Tour and an internal review, the company decided to withdraw from the agreement. In a formal statement issued on Thursday, 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 released its own comment, indicating that it respected Good Good Golf's decision and would use the time to allow the company to address its internal challenges. "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." Meanwhile, Callaway announced that it had terminated its relationship with Good Good Golf effective immediately.
The equipment maker also pledged a $1 million (£736,000) donation to organizations dedicated to preventing violence against women, supporting survivors, and promoting education and awareness around the issue. In its statement, Callaway emphasized that it had "significantly strengthened our approval procedures to help ensure this does not happen again" and reflected on the "hurt and disappointment caused by the video we reposted." The company highlighted personal testimonies it had received from individuals affected by gender‑based violence, underscoring that such conduct is never acceptable or suitable for entertainment. Good Good Golf, which began as a YouTube channel in 2020, has grown into one of the most influential voices in the golf media landscape.
Its rapid rise has been driven by a blend of instructional content, equipment reviews, and lifestyle pieces aimed at making the sport more accessible and appealing to a broader audience. However, the recent controversy has forced the brand to confront a disconnect between its public mission—promoting inclusivity in golf—and the content it inadvertently released.
In an apology posted on X (formerly Twitter) on Saturday, the company acknowledged that the video "depicted actions that are not aligned with our values as a brand." It added that the clip had been removed and that Good Good Golf sincerely regretted the incident. "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 read. The fallout from the incident highlights several broader themes within the sports and marketing industries.
First, it underscores the heightened scrutiny that brands face when they partner with influencers and content creators. While such collaborations can amplify reach and engagement, they also require rigorous vetting and clear guidelines to prevent missteps that could damage reputations. Second, the episode reflects an increasing societal intolerance for any depiction of gender‑based violence, even in a comedic or promotional context.
Audiences are demanding that companies not only avoid harmful stereotypes but also take proactive steps to support victims and promote respectful behavior. For the PGA Tour, the situation presents an opportunity to reaffirm its commitment to diversity and inclusion.
By publicly supporting Good Good Golf's decision to step back and by emphasizing the tournament's continuity, the Tour signals that it values a safe and welcoming environment for all participants and fans. The organization’s statement that "golf's ability to bring people together" remains central to its identity suggests that future sponsorships will likely be evaluated through a lens of social responsibility as well as commercial benefit. Looking ahead, Good Good Golf will need to rebuild trust with both its audience and its business partners. This may involve implementing stricter content review protocols, offering training on gender sensitivity for its team, and partnering with NGOs that work on women's safety and empowerment.
By aligning its internal culture with the inclusive image it promotes externally, the brand can demonstrate genuine progress rather than a superficial apology. In the meantime, golfers and fans can still enjoy the upcoming Austin tournament, scheduled for November 12‑15, 2026.
While the sponsorship lineup remains in flux, the event will proceed as planned, offering a platform for professional athletes to showcase their skills and for spectators to experience the camaraderie that golf traditionally fosters. The tournament organizers have promised to update the public on any new sponsorship arrangements once they are finalized.
The incident also serves as a cautionary tale for other sports media entities that rely heavily on digital content. As platforms evolve and audiences become more vocal about ethical concerns, companies must balance creativity with responsibility.
The lesson from Good Good Golf's misstep is clear: authenticity and respect must underpin every piece of content, especially when the goal is to broaden the sport's appeal and make it more inclusive for everyone. For those interested in playing golf themselves, there remains a wide network of courses across the UK and Ireland.
Golfers can search for available tee times by entering a course name, city, or postal code, though the current search tool appears to be experiencing technical difficulties, returning a "No results found" message. This issue highlights the importance of reliable digital infrastructure for facilitating access to the sport, an area where both established brands and emerging platforms can continue to improve.