Good Good Golf announced that it is withdrawing its sponsorship of a PGA Tour tournament slated for this autumn after a promotional video for a new Callaway driver sparked a wave of criticism. The video, which had been posted by the popular golf‑content creators last week, was quickly removed after viewers condemned its depiction of violence against a woman. In the clip, a man is seen pushing a woman to the ground when she reaches for his newly‑released Callaway driver, then warning her not to touch the club while she lies on the floor. The scene was widely interpreted as trivialising abuse, prompting an outcry on social media.
In response, Good Good Golf issued an apology via its social media channels, acknowledging the misstep and stating that it would take time to address internal cultural issues. Callaway Golf also released a statement, admitting that "mistakes were made" in how the incident was handled and pledging to improve its content‑approval processes. The company announced an immediate $1 million (£736,000) donation to organizations dedicated to preventing violence against women, supporting survivors, and promoting education and awareness about the issue. The sponsorship in question involved Good Good Golf serving as the title sponsor for a new PGA Tour event to be held in Austin, Texas, in November.
After a period of discussion with PGA Tour officials and internal reflection, Good Good Golf decided to step back from the partnership. In a Thursday statement the company 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, confirming that it had been informed of Good Good Golf's decision and expressing support for the move. The Tour noted that it believes golf can bring people together and foster an inclusive atmosphere, and it affirmed that the tournament would continue as scheduled from November 12‑15, 2026, with future sponsorship arrangements to be announced later. Callaway Golf, the manufacturer of the driver featured in the controversial video, also announced that it had terminated its relationship with Good Good Golf effective immediately. In its statement, Callaway emphasized that it had "significantly strengthened our approval procedures to help ensure this does not happen again" and reiterated its commitment to combating violence against women.
The company reflected on the "hurt and disappointment" caused by the video, citing personal stories shared by individuals that highlighted the pervasive impact of gender‑based violence. Callaway underscored that such violence 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 into one of the largest golf content creators worldwide.
The brand has built its reputation on making the sport more accessible and inclusive. In its apology posted on X (formerly Twitter) on Saturday, Good Good Golf admitted that the video "depicted actions that are not aligned with our values as a brand" and confirmed that the content had been removed. The statement reiterated the company's mission to promote inclusivity in golf and promised to uphold that goal moving forward.
The incident underscores the heightened scrutiny that sports brands and influencers face in the digital age, where content can spread rapidly and be interpreted through a lens of social responsibility. It also highlights the importance of robust internal review mechanisms for marketing material, especially when dealing with sensitive topics such as gender‑based violence. Both Good Good Golf and Callaway have pledged to learn from the episode, with the former focusing on internal cultural reforms and the latter committing financial resources to support relevant charitable initiatives.
While the immediate fallout includes the loss of a high‑profile sponsorship and a public relations setback, the longer‑term implications may involve a reevaluation of how golf media entities engage with brand partnerships and audience expectations. The PGA Tour's decision to continue the tournament without a title sponsor for now suggests confidence in the event's viability and a willingness to revisit sponsorship opportunities once Good Good Golf has addressed its internal challenges. For golfers and fans seeking to book tee times, the broader message remains that the sport continues to thrive across more than 1,700 courses in the UK and Ireland, with online platforms offering easy access to pricing and reservations. The controversy serves as a reminder that while the game itself promotes fairness and respect, the surrounding media and commercial partners must also embody those principles.