Good Good Golf Withdraws PGA Tour Sponsorship Following Controversial Video

Good Good Golf has decided to withdraw from sponsoring a PGA Tour event scheduled for this autumn. This decision comes in the wake of a controversial video posted by the popular content creators, which promoted a new Callaway driver and was subsequently removed due to widespread criticism for depicting violence against women.

The video in question showed a man pushing a woman to the ground as she reached for his new Callaway driver, and then warning her not to touch the club while she was on the ground. Following the backlash, Good Good Golf issued an apology on social media, and Callaway Golf acknowledged that "mistakes were made" in their handling of the situation.

Good Good Golf had been slated to be the title sponsor for a new PGA Tour event in Austin in November, but they have now pulled out of this commitment. In a statement released on Thursday, Good Good Golf expressed their gratitude for their relationship with the PGA Tour and their appreciation for their partnership over the years, stating, "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." They added their hope to work together again in the future.

The PGA Tour responded to the decision, stating that they agree with Good Good Golf's choice to step back and focus on their organization. The Tour emphasized its belief in golf's ability to unite people and foster a welcoming environment for everyone. The tournament is still scheduled to proceed as planned from November 12-15, 2026, with sponsorship updates to follow.

Callaway Ends Partnership with Good Good Golf

Earlier on Thursday, Callaway confirmed that it had immediately ceased its relationship with Good Good Golf. The golf equipment manufacturer announced it would donate $1 million (£736,000) to organizations dedicated to preventing violence against women, supporting survivors, and promoting education and awareness. Callaway also stated that they have "significantly strengthened our approval procedures to help ensure this does not happen again."

In their statement, Callaway reflected on the "hurt and disappointment caused by the video we reposted," acknowledging the powerful stories shared by individuals affected by violence against women. They unequivocally stated that "violence against women is unacceptable and should never be trivialised, normalised, or used as entertainment."

Good Good Golf, established as a YouTube channel in 2020, has become a prominent content creator in the sport. In their apology posted on X (formerly Twitter) on Saturday, they admitted that the video depicted actions inconsistent with their brand values and expressed sincere apologies. They reiterated their commitment to making golf more inclusive for everyone.