Carlsbad, California, United States: Just days after content creators Good Good Golf released a promotional video that included footage of a man pushing a woman to the ground over a new driver, Callaway announced that it has cut ties with the YouTube social media influencers with ‘immediate effect’.

The video drew widespread criticism and was quickly pulled by the two companies, which had formed a collaborative partnership in 2023.

Both Callaway and Good Good offered two separate sets of apologies earlier in the week, the second versions coming from Callaway Golf CEO Chip Brewer and Good Good Golf Founder and CEO Matt Kendrick.

In that apology Brewer said ‘that approval should never have happened’ and that the company was conducting internal and external reviews of its process for working with Good Good. Shortly afterwards, Callaway announced that its partnership with Good Good had been terminated.

“Over the last several days, we have listened and reflected deeply on the hurt and disappointment caused by the video we reposted,” Callaway’s statement read. “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.

“In this instance, our content review process was not comprehensive enough. We have taken appropriate internal corrective actions and significantly strengthened our approval procedures to help ensure this does not happen again.”

The statement also announced that Callaway is committing US$1 million ‘to support organisations working to prevent violence against women, provide resources to survivors, and advance education and awareness efforts.’

The statement continued: “These actions do not undo the harm caused or excuse our role in it. We sincerely apologise to everyone who was hurt, disappointed, or offended by this incident. One of Callaway Golf’s core values is to be a positive influence, both in the game of golf and in our communities.

“We are further strengthening our commitment to these initiatives, and this will be an on-going focus in our company. We are committed to learning from this incident and helping ensure that golf is a place where everyone feels respected, valued, and welcome.”

The fallout from the video extends beyond Callaway Golf, with Good Good withdrawing its sponsorship of the PGA Tour’s inaugural Good Good Championship.

The PGA Tour released a statement that it had ‘been informed of Good Good’s decision to step away’ of the Tour event in Austin, Texas that was scheduled for November 12-15 as part of the Fedex Cup Fall series. “We agree with their decision to use this time to focus on their organisation and the work ahead.”

Other interested parties have also taken steps to distance themselves from their association with Good Good, with US golf retailer Golf Galaxy pulling its sponsorship of Golf Channel’s Big Break x Good Good series, and withdrawing Good Good products from its stores, while parent company Dick’s Sporting Goods has also removed Good Good branded products from its shelves.