The chief executive of the PGA Tour, Brian Rolapp, has publicly questioned whether the digital media brand Good Good Golf has taken sufficient responsibility for a controversial promotional video that featured a new Callaway driver. The clip, which was posted by the popular content creators last week, was quickly removed after it drew widespread condemnation for depicting physical aggression toward a woman. In the original footage, a man forcefully shoves a woman who is reaching for his newly‑released Callaway driver, causing her to fall to the ground. While she lies there, the man warns her not to touch the club.
The scene was intended to be a humorous teaser for the upcoming Good Good Championship, a PGA Tour event slated for November 12‑15, but many viewers interpreted the act as an endorsement of violence against women. Following the backlash, Good Good Golf issued an apology on its X (formerly Twitter) account, stating that the video "depicted actions that are not aligned with our brand values" and that the content had been taken down. The company also reiterated its commitment to making golf more inclusive and promised to uphold that mission moving forward.
Callaway Golf, the equipment manufacturer that supplied the driver, expressed disappointment with the video but appreciated Good Good Golf’s prompt response. In a longer statement, Callaway CEO Chip Brewer admitted that the video should never have been approved, called the incident a mistake, and pledged a thorough investigation while offering a sincere apology. Rolapp addressed the issue during a press conference ahead of the Tour Championship.
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." His remarks underscored the Tour’s expectation that its partners adhere to standards of respect and inclusivity.
Good Good Golf began as a YouTube channel in 2020 and has grown into one of the sport’s largest content‑creation networks, producing a mix of instructional videos, tournament coverage, and lifestyle segments. The brand’s rapid rise led to a partnership with Callaway in 2023, and the upcoming Good Good Championship represents its first title‑sponsored PGA Tour event. However, the controversy has highlighted the challenges of aligning digital influencer culture with the traditional values of professional golf.
The fallout extended beyond the two companies directly involved. Golf Channel announced that it would postpone the premiere of the reality series "Big Break x Good Good," which was scheduled to air on Tuesday night. The network cited a request from one of the show’s sponsors, who no longer wished to be associated with the program, as the reason for the delay.
In a statement, Golf Channel said the postponement would allow for necessary production updates and the removal of the sponsor’s branding from the series. Good Good Golf’s co‑founder Garrett Clark and regular contributor Alexis Miestowski were identified as key figures in the creation of the promotional video.
Both have been prominent faces of the brand’s online presence, often appearing in its make‑for‑TV shows, apparel lines, and other merchandise. Their involvement has placed additional scrutiny on the brand’s internal review processes and the oversight mechanisms that should prevent such missteps.
The incident has sparked a broader conversation within the golf community about the responsibility of content creators, sponsors, and governing bodies to ensure that marketing materials do not perpetuate harmful stereotypes or condone violence. Critics argue that while creative freedom is essential for engaging younger audiences, it must be balanced with a clear ethical framework, especially when the content reaches a global audience.
In response to the criticism, Good Good Golf has promised to implement stricter internal guidelines for future productions. The company indicated that it will work closely with the PGA Tour and its partners to develop a review protocol that screens all promotional material for compliance with the sport’s values of respect, integrity, and inclusivity. Additionally, Good Good Golf plans to launch an educational series for its creators, focusing on gender sensitivity and responsible storytelling.
Callaway Golf, meanwhile, has committed to reviewing its approval process for influencer collaborations. The manufacturer noted that it will introduce additional checkpoints to ensure that any content featuring its products aligns with its brand ethos and the broader expectations of the golf community. The PGA Tour’s leadership, including Rolapp, has signaled that they will continue to monitor the situation closely. They emphasized that any future partnerships will be evaluated not only on commercial potential but also on the partner’s ability to uphold the Tour’s core principles.
This stance reflects a growing trend in professional sports to hold sponsors and media partners accountable for the social impact of their messaging. As the Good Good Championship approaches, the brand faces the task of rebuilding trust with fans, sponsors, and the PGA Tour alike.
By taking concrete steps—such as revising content approval procedures, offering public apologies, and engaging in open dialogue with stakeholders—Good Good Golf hopes to demonstrate that it can learn from this misstep and continue to contribute positively to the sport’s evolution. The incident serves as a reminder that even well‑intentioned marketing efforts must be carefully vetted to avoid unintended harm, and that the golf industry, like many others, is increasingly attentive to issues of gender equity and respectful representation.