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The fallout surrounding a controversial promotional video has cost Good Good Golf its lucrative partnership with Callaway and stripped the YouTube collective of its title sponsorship for an upcoming PGA Tour event in November.
The backlash erupted after a commercial for a new Callaway driver depicted a man forcefully shoving a woman to the ground when she attempted to touch the golf club.
Good Good, an influential presence in the digital golf domain, claimed the clip was intended as a spinoff from the film “Obsession.” However, swift and fierce condemnation quickly gathered momentum, placing intense scrutiny on the group.
Although the footage was removed on 20 August, the date it was initially released, copies continued to circulate widely across social platforms. Subsequent public apologies from both Good Good and Callaway failed to stem the rising criticism.
On Tuesday, PGA Tour CEO Brian Rolapp expressed his concern, stating, “We were disappointed with what we saw”, before characterizing the collective’s sponsorship status as a “fluid situation.”
Brian Rolapp said ‘we were disappointed with what we saw’ (Getty)
Following further discussions, the tour issued a formal statement on Thursday: “We agree with their decision to use this time to focus on their organization and the work ahead. The PGA Tour believes in golf’s ability to bring people together and create a welcoming environment for all.”
Reflecting the split, the tournament has already been rebranded as the “Austin Championship” on the PGA Tour’s official website.
Commercial fallout gathered pace on Wednesday when Golf Channel pulled the plug on a planned reality series titled “Big Break x Good Good,” reportedly after main backer Galaxy Golf demanded its branding be scrubbed from the broadcasts. Retailer Dick’s Sporting Goods concurrently cleared Good Good clothing lines from its stores, prompting Callaway to sever its three-year sponsorship deal.
Tour officials subsequently confirmed that Good Good had agreed to withdraw as the title sponsor of the autumn event in Austin, Texas, scheduled for 12 to 15 November, though the tournament itself will go ahead as planned.
Addressing their departure, Good Good released a social media statement explaining: “After thoughtful discussions with the PGA Tour and careful reflection, we have decided to step away as sponsor of the tour event in Austin this fall. We recognize that we have work to do as an organization, and our focus right now is on our team, our culture and ensuring we will learn from this situation.”
By Friday afternoon, Golf Channel confirmed that the entire Big Break x Good Good production had been definitively cancelled for the current year. The winner of the competition had originally been set to receive a direct sponsor exemption into the Austin tournament.
Explaining its decision, the network stated: “Following recent developments involving Good Good, and including the fact that the intended outcome of the series can no longer be fulfilled, Golf Channel will not be able to complete this season of Big Break as planned.”
The broadcaster added that Big Break is expected to return next year.
The disputed 60-second advert for Callaway’s co-branded driver featured creator Garrett Clark pushing colleague Alexis Miestowski to the turf as she reached towards the club, before standing over her and saying: “Do not touch my new driver.”
Both Clark and Miestowski are prominent team members within the Good Good organization.
Callaway has apologized for the offensive video (Getty)
Initial apologies were issued by both brands the day after the advert was pulled. However, Callaway CEO Chip Brewer subsequently issued a further personal statement, admitting that although Good Good created the clip, Callaway officials had formally reviewed and approved it prior to publication.
Brewer acknowledged that the approval was a serious error and confirmed that an internal review had been initiated.
On Thursday, Callaway announced via social media that its business relationship with Good Good was terminated with immediate effect. The manufacturer stated it had implemented “appropriate internal corrective actions” to tighten oversight, while committing $1 million to charitable causes dedicated to preventing domestic violence and supporting affected women.
Callaway’s official communication added: “These actions do not undo the harm caused or excuse our role in it. We sincerely apologize to everyone who was hurt, disappointed, or offended by this incident.”
Established in 2020, Good Good Golf rapidly grew into one of YouTube’s most lucrative golf brands, producing online content featuring eight male and four female presenters. The brand expanded into televised programming, lifestyle clothing, and golf equipment.
Addressing the controversy directly, founder Garrett Clark released an eight-minute video on Wednesday evening, describing the clip as “the worst ad known to man” and insisting the imagery was “not what we stand for.”
He added: “I do not support DV (domestic violence) or abuse or any of that of any kind.”
The fallout marks a significant bump in the PGA Tour’s recent strategy of partnering with digital content creators to reach younger audiences, which has included hosting exhibition matches alongside flagship events such as The Players Championship and the Tour Championship.