Last updated: 2026-08-27 · Published: 2026-08-27
The PGA Tour looks set to cut ties with Good Good as a sponsor after a promotional golf video that showed a founder knocking a female golfer to the ground triggered a widening backlash across the sport. Callaway, which helped produce the ad for a new driver, has also apologized as retailers drop Good Good products and a TV series is put on hold.
Here is what happened, who is involved and what authorities and partners have said so far.
Good Good, a Dallas-based golf content brand, worked with equipment maker Callaway on an advertisement for a Callaway driver. In it, one of Good Good’s founders shoulder-checks and runs into a female golfer, knocking her to the ground. The clip was posted over the weekend, drew heavy criticism, and was later deleted. Both companies have since apologized, while PGA Tour chief executive Brian Rolapp publicly questioned the apology’s tone.
| What happened | Promo for a Callaway driver showed a Good Good founder shoving a female golfer to the ground |
| Who is involved | Good Good, Callaway, the PGA Tour |
| When | Video posted on the weekend of Aug 22-23, deleted soon after |
| PGA Tour stance | CEO Brian Rolapp called the apology “disappointing,” “a bit defensive and late” |
| Sponsorship status | Good Good appears set to be dropped; inaugural Austin championship in question |
| Retail fallout | Golf Galaxy and Dick’s Sporting Goods removed Good Good products online |
| TV impact | Golf Channel postponed “Big Break x Good Good” premiere |
Why the video is causing fallout
Good Good built its following on golf challenge content, and its partnership with Callaway was a major commercial step for the brand. The ad turned that relationship into a test case for the PGA Tour’s commercial rules, because Good Good had secured title-sponsor rights to a new event in Austin this year — the Good Good Championship.
Rolapp did not guarantee the championship would keep that name, and said the Tour has been in talks with the group. “It is a fluid situation,” he said on Tuesday.
Broadcast partner and retailers moved quickly. Golf Channel pushed back the premiere of “Big Break x Good Good” after a sponsor asked for its branding to be removed, according to reports. Golf Galaxy and Dick’s Sporting Goods pulled Good Good clubs and apparel from their online stores.
What company leaders have said
Callaway chief executive Chip Brewer acknowledged the company approved the ad before it ran. In a statement posted by Callaway, Brewer said: “The approval never should have happened. Mistakes were made, and we are taking the matter very seriously.”
Both Good Good and Callaway issued apologies in the days after the video was removed, with the two sides delivering a second round of apologies as anger grew. Rolapp described the initial response as “disappointing,” adding it was “a bit defensive and late.”
Watch: What the Videos Show
Two segments summarize the dispute and the wider marketing reaction. The first lays out the incident itself; the second explores the boycott calls and the apology process.
Golf advertisement sparks backlash after depicting violence towards a woman
This news segment recounts how Good Good Golf and equipment maker Callaway came under fire over a new advertisement in which one of the brand’s founders shoulder-checks a female golfer and knocks her to the ground, as shown in the video.
Howard professor weighs in on controversial Target, Callaway ads
This segment covers the wider wave of calls for boycotts over two separate marketing controversies, including the Callaway ad showing a man shoving a woman to the ground, and includes comment from a marketing expert on how brands respond to such backlash, as shown in the video.
What is confirmed vs speculation
| Confirmed | Not confirmed |
| The ad showed a Good Good founder shoving a female golfer to the ground and was later deleted | That Good Good has already lost its title-sponsor deal for the Austin championship — the Tour has not announced a final decision |
| Both Good Good and Callaway issued apologies, and Callaway said it approved the ad | Any claim that the ad promotes or endorses violence against women; the companies condemned the backlash but none has said the act was intentional |
| Golf Channel postponed “Big Break x Good Good” and Golf Galaxy and Dick’s removed Good Good products | Specific terms under which the PGA Tour would replace Good Good sponsors — details have not been disclosed |
Frequently asked questions
Why is the PGA Tour dropping Good Good?
The Tour has not made a final public announcement, but chief executive Brian Rolapp called Good Good’s apology “disappointing,” “a bit defensive and late.” Telegraph Sport reported the Tour is weighing whether to end the title sponsorship while it has sponsors ready to step in.
What did the ad show?
The promotional video for a Callaway driver showed one of Good Good’s founders shoulder-checking and running into a female golfer, knocking her to the ground. Good Good and Callaway both apologized and the video was removed.
Did Callaway approve the ad?
Yes. Callaway chief executive Chip Brewer said the company approved it before publication, adding, “Mistakes were made, and we are taking the matter very seriously.”
What is the Good Good Championship?
It is a planned new golf event in Austin that Good Good had secured title-sponsor rights to. Rolapp did not guarantee the event would keep that name as the dispute developed.
Which retailers pulled Good Good products?
Golf Galaxy and Dick’s Sporting Goods removed Good Good clubs, equipment and apparel from their online stores as the fallout spread.
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Sources: Yahoo Sports/Telegraph, NBC News, Sky Sports, Golf Channel via Golfweek, Golf Digest, The Athletic
