The chief executive of the PGA Tour, Brian Rolapp, has publicly questioned 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, released last week by the popular content creators who also serve as the title sponsor for an upcoming PGA Tour event this autumn, was quickly pulled after a wave of criticism that it depicted violence against a woman. In the original footage, a man forcefully shoves a woman who is reaching for his newly‑released Callaway driver, sending her to the ground. As she lies there, the man warns her not to touch the club.
The scene sparked immediate backlash on social media, with viewers condemning the portrayal as misogynistic and contrary to the inclusive image that modern golf strives to project. Good Good Golf responded with an apology posted on the social‑media platform X (formerly Twitter). In the statement, the company expressed regret for publishing material that conflicted with its brand values, removed the video, and pledged to continue championing a more inclusive version of the sport. Callaway Golf, the manufacturer of the driver featured in the ad, also issued a statement acknowledging that mistakes had been made in the handling of the incident and apologised for any offense caused.
During a press conference ahead of the Tour Championship, Rolapp was asked whether Good Good Golf had taken enough accountability for the episode. He answered, "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." Good Good Golf began as a YouTube channel in 2020 and has grown to become one of the largest golf‑focused content creators on the platform. The company’s rising influence earned it the naming rights for the Good Good Championship, a PGA Tour event scheduled for November 12‑15.
The partnership with the Tour was intended to attract a younger, digitally‑savvy audience and to showcase golf as an accessible, entertaining sport. The apology posted by Good Good Golf on X read, "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’s chief executive, Chip Brewer, released a more detailed statement on Tuesday. He admitted that the approval process for the video should never have occurred, describing the situation as a mistake that the company is taking very seriously. "The approval never should have happened. Mistakes were made, and we are taking the matter very seriously," Brewer said.
He added, "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 beyond the two companies involved. The Golf Channel announced that it would postpone the premiere of the reality series "Big Break x Good Good," which had been slated for Tuesday night. The decision came after one of the show's sponsors requested that its branding be removed from the series, prompting the network to delay the episode while production updates are made.
Good Good Golf co‑founder Garrett Clark and regular contributor Alexis Miestowski were among the individuals featured in the promotional clip. The brand, which has expanded beyond online videos to produce television shows, apparel, and other merchandise, first partnered with Callaway Golf in 2023.
That partnership was meant to blend Callaway’s equipment expertise with Good Good’s digital storytelling abilities, creating content that would resonate with both traditional golf fans and newer audiences. The incident highlights a broader conversation within the sports industry about the responsibilities of content creators, sponsors, and governing bodies when it comes to representation and brand safety.
While digital platforms offer unprecedented reach, they also carry the risk of missteps that can quickly become public relations crises. The PGA Tour’s reaction underscores its commitment to upholding values of respect and inclusivity, and it signals that sponsors and partners will be held accountable for content that deviates from those standards. Moving forward, Good Good Golf has indicated that it will review its internal processes to ensure that future content aligns with both its own mission and the expectations of its partners. The company plans to implement stricter oversight mechanisms, involve more diverse voices in the creative decision‑making process, and provide additional training on gender sensitivity and inclusive storytelling.
For Callaway Golf, the episode serves as a reminder that brand collaborations must be carefully vetted, especially when the partner operates primarily in the fast‑moving world of social media. The company has promised to conduct a thorough internal review of its approval workflow and to work more closely with partners to prevent similar incidents.
Overall, the controversy has sparked a necessary dialogue about how golf—and sports more broadly—can evolve to become more welcoming while still delivering compelling, entertaining content. By addressing the misstep openly, both Good Good Golf and Callaway Golf have taken steps toward rebuilding trust with fans, sponsors, and the broader community.
The PGA Tour’s vigilant stance further reinforces that the sport’s governing bodies are prepared to act decisively when values are compromised, ensuring that the game continues to move toward a more inclusive future.