Good Good Golf has withdrawn from title sponsoring a PGA Tour event in Austin following controversy over a video depicting violence against women.
The YouTube group announced its decision on Thursday after golf equipment manufacturer Callaway Golf cut ties with the brand and pledged $1 million (£736,000) to organizations working to prevent violence against women.
The decision follows backlash over a promotional video for a new Callaway driver published last week. The video showed a man shoving a woman to the ground when she reached for the golf club, before warning her while she lay on the floor not to touch it. The clip was deleted following widespread public criticism.
Withdrawal from Austin tournament
Good Good Golf had been scheduled to title sponsor the new PGA Tour event in Austin, Texas, this autumn. In a statement released on Thursday, the group confirmed it would no longer sponsor the event.
"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,"
Good Good Golf said.
"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. We are grateful for our relationship with the PGA Tour and appreciate their partnership over the years. We remain committed to earning back trust, and we hope to work together again in the future."
PGA Tour response
The PGA Tour issued a statement on Thursday confirming it agreed with the group's decision to step down from the autumn tournament.
"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,"
the tour stated.
"We agree with their decision to use this time to focus on their organization and the work ahead."
The tour emphasized its commitment to inclusivity, adding:
"The PGA Tour believes in golf's ability to bring people together and create a welcoming environment for all."
Officials confirmed the tournament will continue as scheduled from November 12 to November 15, 2026, and stated that an update on future sponsorship plans will be provided at a later date.
Callaway cuts ties and donates $1m
Earlier on Thursday, Callaway Golf confirmed it had ended its partnership with Good Good Golf with immediate effect. The manufacturer admitted that "mistakes were made" in handling the situation.
Callaway announced it will donate $1 million (£736,000) to support organizations working to prevent violence against women, assist survivors, and advance education and awareness efforts.
The equipment maker also stated that it has significantly strengthened its approval procedures to prevent similar incidents in the future.
"Over the last several days, we have reflected deeply on the hurt and disappointment caused by the video we reposted,"
Callaway said in a 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."
Initial apology and brand background
Good Good Golf previously issued an apology on social media platform X on Saturday after removing the controversial advert.
"We posted a video to our channels that ultimately depicted actions that are not aligned with our values as a brand,"
the group said 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."
Good Good Golf launched as a YouTube channel in 2020 and has grown to become one of the largest content creation brands in golf, known for producing challenge videos and digital media content aimed at younger audiences.
The PGA Tour is the premier organizer of professional golf tournaments in North America, while Callaway Golf is one of the world's leading manufacturers of golf clubs, balls, and equipment.
