Callaway ends Good Good partnership after video backlash

Callaway has ended its partnership with golf content company Good Good with immediate effect after backlash over an advert that showed a woman being pushed to the ground for reaching toward a golf club. BBC Sport reported that both companies removed the video and apologized after it was criticized for making light of violence against women.

Watch the highlights:

The advert was created and published by Good Good for Callaway last week. It featured Good Good co-founder Garrett Clark rushing toward professional golfer and regular Good Good contributor Alexis Miestowski, pushing her down and warning her not to touch his new driver. Callaway and Good Good had worked together since 2023.

In a statement issued Thursday, Callaway acknowledged that its process for reviewing the material had not been comprehensive enough. The company said it had listened to people who shared personal experiences involving violence against women and described the response as a reminder of the issue's reach. Callaway said such violence should not be trivialized, normalized or treated as entertainment.

The golf equipment manufacturer also announced a $1 million donation to organizations that work to prevent violence against women and support victims. It said internal corrective action had been taken in an effort to prevent a repeat, though the BBC report did not specify the measures or identify the recipient organizations.

Good Good has separately withdrawn as a sponsor of a PGA Tour event scheduled for November in Austin, Texas. Chief executive Matt Kendrick said the company understood that it had organizational work to do and would focus on its team and culture while trying to regain the tour's trust.

The consequences affect one of golf's biggest online media brands. Good Good's YouTube channel has 2.13 million subscribers and publishes golf challenges, made-for-television programming and commercial content. The company launched the channel in 2020, with men and women regularly appearing in its competitions and other videos.