Good Good Golf announced that it is withdrawing its sponsorship of a PGA Tour tournament scheduled for this autumn, following the backlash generated by a contentious promotional video for a new Callaway driver. The video, which had been posted last week by the well‑known content creators behind the Good Good Golf brand, was quickly removed after it sparked widespread condemnation for depicting violence against a woman. In the clip, a man is shown forcefully shoving a woman to the ground after she reaches for his newly released Callaway driver.
While she lies on the floor, he warns her not to touch the club. The scene was interpreted by many viewers as trivialising and normalising aggression toward women, prompting a flood of criticism on social media platforms.
Good Good Golf issued an apology through a statement posted on its social channels, acknowledging the mistake and expressing remorse for the hurt caused. Callaway Golf, the manufacturer of the driver featured in the video, also released a statement saying that "mistakes were made" in how the incident was handled and that the company would take corrective action.
The sponsorship in question involved Good Good Golf serving as the title sponsor for a new PGA Tour event that was set to take place in Austin, Texas, in November. After a period of discussion with the PGA Tour and internal reflection, the company decided to step back from the arrangement. In its Thursday statement, 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 responded with its own communiqué, confirming that it had been informed of Good Good Golf's decision and that it supported the move. The Tour emphasised its commitment to fostering an inclusive environment for all participants and fans.
It added that the tournament would still be held as planned from November 12‑15, 2026, and that further updates on sponsorship would be provided later. On the same day, Callaway announced that it had terminated its relationship with Good Good Golf effective immediately. In addition to ending the partnership, Callaway pledged a donation of $1 million (approximately £736,000) to organisations dedicated to preventing violence against women, supporting survivors, and promoting education and awareness on the issue. The company also said it had "significantly strengthened our approval procedures to help ensure this does not happen again." Callaway's statement reflected on the impact of the video, noting that it had listened to individuals who shared personal experiences of gender‑based violence and that those stories underscored how pervasive the problem is.
The manufacturer declared unequivocally that "violence against women is unacceptable and should never be trivialised, normalised, or used as entertainment." Good Good Golf, which began as a YouTube channel in 2020, has grown to become one of the most influential content creators in the golf world. In its apology posted on the X platform (formerly Twitter) on Saturday, the brand admitted that the video "depicted actions that are not aligned with our values as a brand". It confirmed that the offending content had been removed and reiterated its commitment to making golf more inclusive for everyone. The incident highlights a broader conversation about the responsibilities of influencers and brands when creating marketing material, especially in a sport that is striving to become more diverse and welcoming.
While the video was intended to showcase a new piece of equipment, its execution crossed a line that many viewers found offensive and harmful. The swift reactions from Good Good Golf, Callaway, and the PGA Tour illustrate how quickly public sentiment can influence corporate decisions and sponsorship agreements. Industry observers note that this episode may serve as a cautionary tale for other companies that rely on influencer‑driven content. It underscores the importance of rigorous review processes, cultural sensitivity training, and clear guidelines for creators to ensure that promotional material does not inadvertently perpetuate harmful stereotypes or normalize violence.
As the PGA Tour prepares to move forward with the Austin tournament, the organization has indicated that it will continue to seek sponsors who share its values of inclusivity and respect. The tournament itself will proceed as scheduled, with the expectation that future sponsorships will be vetted more thoroughly to avoid similar controversies. In summary, Good Good Golf's decision to withdraw from the Austin PGA Tour event follows a cascade of apologies and corrective actions prompted by a video that was widely condemned for depicting aggression toward a woman. Callaway's termination of its partnership and substantial charitable contribution, along with the PGA Tour's supportive stance, reflect a coordinated effort to address the fallout and reaffirm commitments to a safe, inclusive sporting environment.
The episode serves as a reminder that brands and content creators must remain vigilant about the messages they convey, especially when those messages intersect with sensitive social issues.