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 controversial 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 swiftly removed after it attracted widespread condemnation for depicting 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, the man warns her not to touch the club, creating a scene that many viewers found unsettling and at odds with the sport's inclusive values. The incident sparked an immediate backlash across social media platforms, prompting Good Good Golf to issue an apology and Callaway Golf to acknowledge that "mistakes were made" in how the situation was handled. During a press conference held ahead of the Tour Championship, Rolapp was asked if Good Good Golf had demonstrated enough accountability. He responded, "I think initially no.
What we saw was concerning and clearly not aligned with PGA Tour values. We take it very seriously.
Their initial response was disappointing—it was defensive and delayed. However, I think the subsequent responses are improving. We have had some conversations with them, and we will continue to monitor and work with them moving forward.
But we were disappointed with what we saw." Good Good Golf, which launched its YouTube channel in 2020, has grown into one of the sport's most influential content creators. The company is slated to host the Good Good Championship, a PGA Tour event scheduled for November 12‑15. In a statement posted on X (formerly Twitter) on Saturday, the brand said, "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 over the video but also noted appreciation for Good Good Golf's willingness to address the issue. Chief executive Chip Brewer released an extended statement on Tuesday, explaining the company's handling of the incident. 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 Tuesday night premiere of the reality series "Big Break x Good Good" after one of the show's sponsors requested that its branding be removed from the program.
In a brief statement, the network explained, "This postponement 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's portfolio includes made‑for‑TV shows, apparel lines, and various merchandise offerings. The partnership between Callaway Golf and Good Good began in 2023, marking a strategic effort to reach younger audiences and diversify the sport's fan base.
The incident has ignited a broader conversation about the responsibilities of influencers and media companies in representing the sport ethically. Critics argue that the video not only trivialized physical aggression but also sent a damaging message about gender dynamics in golf—a sport that has historically grappled with issues of inclusivity.
Supporters of Good Good Golf, however, point to the swift removal of the content and the subsequent apologies as evidence that the company is taking corrective action. Industry analysts note that the controversy could have longer‑term implications for sponsorship agreements and brand partnerships within the PGA Tour ecosystem. Sponsors are increasingly vigilant about the content they are associated with, and any perceived misalignment with core values can lead to contract renegotiations or terminations. In this case, the sponsor who requested the removal of its branding from the Golf Channel series underscores the heightened sensitivity surrounding brand safety.
Moving forward, both Good Good Golf and Callaway Golf have pledged to review their internal approval processes to prevent similar incidents. Rolapp indicated that the PGA Tour will continue to monitor the situation closely, emphasizing that the organization is committed to upholding standards that promote respect, diversity, and inclusion. He added that the Tour will work collaboratively with partners to ensure that future content reflects these principles. The Good Good Championship, set to take place in November, now faces the challenge of restoring public confidence.
Organizers have indicated that they will incorporate messaging around respect and inclusivity into the event's promotional materials, hoping to demonstrate a renewed commitment to the Tour's values. In summary, the controversy surrounding the Good Good Golf video highlights the delicate balance between innovative marketing and the responsibility to uphold ethical standards.
While apologies from Good Good Golf, Callaway Golf, and statements from PGA Tour leadership have begun to address the immediate concerns, the incident serves as a cautionary tale for all stakeholders in the sport. It underscores the importance of rigorous content review, transparent communication, and a steadfast dedication to fostering an environment where golf is welcoming to all participants, regardless of gender or background.