Good Good Golf pulls sponsorship after controversial ad
Good Good Golf’s golf sponsorship controversy erupted after a Callaway driver ad showed violence against women, prompting withdrawal of PGA Tour support.
Good Good Golf has withdrawn from sponsoring a PGA Tour event this autumn following its controversial video promoting a new Callaway driver.
The video published last week by the popular content creators was subsequently deleted after widespread criticism that it portrayed violence against women. The clip showed a man shoving a woman who was reaching for his new Callaway driver to the ground, before warning her not to touch the club as she lay on the ground.
Good Good Golf apologised in a social media statement and Callaway Golf admitted “mistakes were made” over their handling of the incident. The company had been due to title sponsor a new PGA Tour event in Austin in November but have now pulled out of doing so.
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In a statement on Thursday, Good Good Golf 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.”
The PGA Tour issued its own statement and said it agreed with the decision. “The PGA Tour has been informed of Good Good Golf’s decision to step away as sponsor of the event in Austin, Texas, this fall,” read the statement. “We agree with their decision to use this time to focus on their organization and the work ahead. The tournament will continue as scheduled from November 12-15, 2026, and we will provide an update on sponsorship plans at a later date.”
The golf equipment manufacturer said it would donate $1m (£736,000) to “support organisations working to prevent violence against women, provide resources to survivors, and advance education and awareness efforts”. They also said they had “significantly strengthened our approval procedures to help ensure this does not happen again”.
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“Over the last several days, we have reflected deeply on the hurt and disappointment caused by the video we reposted,” read the Callaway statement. “We heard from individuals who shared personal experiences related to violence against women, and their stories were powerful reminders that this issue touches the lives of far too many people.”
“Unequivocally, violence against women is unacceptable and should never be trivialised, normalised, or used as entertainment.”
Good Good Golf was launched as a YouTube channel in 2020 and now is among the largest content creators in the sport. “We posted a video to our channels that ultimately depicted actions that are not aligned with our values as a brand,” read the Good Good apology on X on Saturday. “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”.
