Callaway and PGA Tour Cut Ties With Good Good Golf Over Controversial Ad

Golf's influencer-turned-apparel darling Good Good Golf has lost two of its biggest partners in the space of a day, with Callaway and the PGA Tour both walking away from the brand after a promotional video sparked widespread outrage.

Callaway confirmed it has severed its relationship with Good Good, the content-creator collective that built a huge YouTube and social following before launching its own golf apparel and equipment line. The PGA Tour has also pulled Good Good as title sponsor of one of its events, stripping the brand of a high-profile platform it had only recently secured.

Details of exactly what the ad depicted have not been laid out in full, but the fallout has been swift and severe. Multiple outlets, from ESPN to CNN to NBC News, are now reporting on the collapsing partnerships, suggesting this is a genuine crisis moment for a brand that had positioned itself as one of golf's fastest-growing commercial forces.

Good Good's rise has been remarkable: a group of amateur creators who turned trick-shot videos and course vlogs into a business worth millions, complete with tour sponsorships and hardware deals with major manufacturers. That makes the speed of this unravelling all the more striking. Losing Callaway alone would be a significant blow given the equipment giant's standing in the industry, but to also be dropped as a PGA Tour title sponsor within the same news cycle points to just how toxic the ad has proven for corporate partners keen to distance themselves quickly.

Expect more sponsors and partners to review their own ties to Good Good in the coming days as the story develops. For now, the golf world is watching to see whether this is a temporary embarrassment the brand can ride out, or the start of a much bigger reputational reckoning.