Good Good Golf's very bad, bad week amid backlash over Callaway ad

August 28, 2026 / 9:51 AM EDT / CBS News Good Good Golf faces mounting backlash for a controversial online video ad that sparked accusations of sexism. On Thursday, the digital media company lost its three-year partnership with Callaway Golf, while the PGA Tour said Good Good would no longer sponsor one of the association's tournaments in November. The ad, co-branded with Callaway, shows a male golfer shoving a female golfer to the ground as she reaches for his driver. Although Good Good has said the ad was supposed to be a parody of the horror movie "Obsession," critics have condemned the video for making light of violence against women. Both Good Good and Callaway have apologized for the ad, which has been taken down. "This is another example of creating content with a narrow view, without bothering to think of the larger audience," said crisis communications expert Patrick Riccards in an email.

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Scoop News DeskAustin, Texas · Published Friday, August 28, 2026 at 1:51 PM UTCUpdated Saturday, August 29, 2026 at 8:27 PM UTC

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Amid this pressure, Callaway announced on Thursday that it has ended its partnership with Good Good and will donate $1 million to organizations that work to prevent violence against women. "These actions do not undo the harm caused or excuse our role in it," the company said in a statement. "We sincerely apologize to everyone who was hurt, disappointed or offended by this incident." Also on Thursday, the PGA Tour said it had "been informed of Good Good Golf's decision to step away as sponsor of the event in Austin, Texas, this fall." It added, "We agree with their decision to use this time to focus on their organization and the work ahead." Good Good Golf was launched as a YouTube channel in 2020 and is now among the largest content creators in the sport, featuring eight men and four women competing in golf and various challenges.

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