The chief executive of the PGA Tour, Brian Rolapp, has publicly questioned whether the digital media outfit Good Good Golf has taken sufficient responsibility for a contentious promotional video that featured a new Callaway driver. The clip, which was posted online last week by the well‑known content creators who also serve as the title sponsor for an upcoming PGA Tour tournament slated for this autumn, was swiftly taken down after it sparked a wave of criticism for depicting a scene of violence against a woman. In the original footage, a man is seen forcefully shoving a woman to the ground as she reaches for his newly‑launched Callaway driver.
While she lies on the turf, he warns her not to touch the club, creating a disturbing tableau that many viewers found offensive and out of step with the sport's values. The backlash was immediate and vocal, prompting Good Good Golf to issue an apology via a statement posted on the social platform X (formerly Twitter).
Callaway Golf, the equipment manufacturer featured in the video, also acknowledged that errors had been made in how the incident was handled. During a press conference held ahead of the Tour Championship, Rolapp was asked if Good Good Golf’s response had been adequate. He replied, "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, which launched its YouTube channel in 2020, has quickly risen to become one of the largest creators of golf‑related content online. The company’s influence grew to the point where the Good Good Championship has been added to the PGA Tour schedule, set to run from November 12‑15. In the wake of the controversy, the brand posted a formal apology on X, stating: "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 with the video but also noted appreciation for Good Good’s willingness to address the issue. Chief executive Chip Brewer released a more detailed statement on Tuesday, explaining the company's internal review process.
He said, "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 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 scheduled for Tuesday night. The decision came after one of the show's sponsors requested that its branding be removed from the program, prompting the network to delay the launch while production updates are made. 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 from 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, which has diversified into television programming, apparel, and a range of merchandise, first partnered with Callaway Golf in 2023. That partnership was intended to leverage Good Good’s large online following to promote Callaway’s equipment to a younger, more digitally engaged audience. The incident has sparked a broader conversation within the golf community about the responsibilities of influencers and media companies when they align with major sponsors. Critics argue that the depiction of aggression toward a woman not only undermines the sport's ongoing efforts to promote inclusivity but also risks alienating potential new fans who look to golf as a welcoming environment.
Supporters of Good Good Golf contend that the creators acted out of poor judgment rather than malicious intent, emphasizing the swift removal of the video and the subsequent apologies as evidence of accountability. In response to the controversy, the PGA Tour has indicated that it will continue to monitor Good Good Golf’s content and ensure that future collaborations adhere to the Tour’s core values of respect, integrity, and inclusivity. Rolapp’s comments suggest that while the initial reaction was deemed insufficient, the ongoing dialogue and corrective measures are being taken seriously.
The Tour’s leadership has also hinted at possible revisions to its sponsor approval processes to prevent similar incidents from occurring in the future. The episode serves as a cautionary tale for brands operating at the intersection of sport and digital media.
It highlights the importance of thorough vetting of creative content, especially when it involves high‑profile partnerships and public-facing campaigns. As the PGA Tour moves forward with the Good Good Championship later this year, all parties involved will likely be under heightened scrutiny to ensure that promotional materials reflect the inclusive and respectful culture the sport strives to embody.
Overall, the situation underscores the delicate balance between innovative marketing, influencer culture, and the traditional values of golf. While Good Good Golf has taken steps to rectify the misstep, the incident remains a reminder that any depiction of violence—particularly against women—will be met with swift condemnation and demands for accountability from both fans and governing bodies alike.