The golf equipment brand Callaway announced Thursday it would end its three-year partnership with content creator and apparel company Good Good Golf, following widespread criticism of a promotional video for a new driver. The ad, which depicted a man shoving a woman to the ground after she reached for a golf club, was removed hours after its release on Friday and has since drawn condemnation from sponsors, advocacy groups, and industry figures.
Good Good Golf also announced it would no longer serve as the title sponsor for a new PGA Tour event scheduled for November in Austin, Texas, after discussions with the tour and internal reflection. The PGA Tour confirmed the decision and stated it would seek a new title sponsor for the tournament.
Part 1: Immediate Actions & Core Facts
Callaway terminates partnership with Good Good
Callaway issued a statement Thursday confirming the end of its sponsorship agreement with Good Good, which had lasted three years. The company also announced it would allocate $1 million to organizations supporting survivors of violence against women and education efforts to prevent such incidents. Additionally, Callaway stated it had "significantly strengthened" its content approval procedures to prevent similar incidents in the future.
Good Good exits PGA Tour sponsorship
Good Good Golf, co-founded by Garrett Clark, released a statement acknowledging the ad’s impact and expressing a commitment to addressing the issue internally. The company emphasized its focus on "team, culture, and learning from this situation" while expressing gratitude for its past relationship with the PGA Tour. The PGA Tour confirmed the withdrawal of Good Good as title sponsor and stated it would proceed without a replacement sponsor for the November event.
Part 2: Deeper Dive & Context
Reactions from Industry and Sponsors
The controversy prompted immediate responses from other industry players. Dick’s Sporting Goods removed Good Good apparel from its online store, and Golf Channel postponed a reality show featuring the brand after a sponsor reportedly requested its removal. The backlash extended to social media, where critics condemned the ad’s depiction of violence against women.
Ad Content and Apologies
The ad, intended as a parody of the movie Obsession, showed Clark shoving a woman to the ground while saying, "Do not touch my new driver." Both Good Good and Callaway issued apologies shortly after the video’s release, with Callaway describing the ad as "inconsistent with our values." The video was deleted within hours of its posting.
Broader Implications for Golf Industry
The incident has raised questions about content oversight in sports marketing, particularly in an era where digital creators and traditional brands increasingly collaborate. Industry analysts suggest the fallout may lead to stricter vetting processes for promotional materials, especially when targeting mixed audiences. The PGA Tour’s decision to drop Good Good as a title sponsor reflects broader sensitivity to brand safety in high-profile events.
PXG’s Response
In a move interpreted as a direct response to the controversy, Parsons Xtreme Golf (PXG) shared an ad featuring its LPGA Tour players with the caption, "Our drivers play nice with everyone," accompanied by the hashtag #SheGolfs. The ad did not explicitly reference Good Good or Callaway but was widely seen as a contrast to the criticized video.
Company Statements and Future Steps
Good Good Golf stated it is "committed to earning back trust" and plans to focus on internal improvements. Callaway’s financial commitment of $1 million to violence prevention organizations underscores the severity of the incident in the eyes of the company leadership. The PGA Tour has not indicated whether additional sponsors have withdrawn interest in the Austin event, but officials confirmed plans to secure a new title sponsor.