Golf club manufacturer Callaway has ended its partnership with content creator Good Good with immediate effect following backlash over a video which showed a woman being pushed to the ground after reaching for a club.
American golf brand Good Good has one of the most popular sport YouTube channels with 2.13m subscribers and had created and published the advert for Callaway last week.
But the video drew widespread criticism and was accused of making light of violence against women, and both companies removed the advert and issued apologies.
Good Good, who Callaway has worked with since 2023, has also stepped away from its sponsorship of a PGA Tour event in Austin, Texas in November.
On Thursday, Callaway, in a statement on X,, external conceded its content review process “was not comprehensive enough”, adding that it had “listened and reflected deeply on the hurt and disappointment caused by the video we reposted”.
The manufacturer said it was also donating $1m (£735,725) to organisations working to prevent violence against women and support victims.
“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,” Callaway’s statement read.
“Unequivocally, violence against women is unacceptable and should never be trivialised, normalised, or used as entertainment.”
Callaway said they have taken “appropriate internal corrective actions” to help ensure this does not happen again.
The advert showed Good Good co-founder Garrett Clark rushing over to Alexis Miestowski – a professional golfer and regular content creator for Good Good – and pushing her to the ground before shouting: “Do not touch my new driver.”
The brand, which has become one of the largest content creators in golf, launched its YouTube channel 2020.
Regular clips include men and women competing in various golf challenges, while Good Good also creates made-for-TV shows as well as adverts for golf clothing and other merchandise.
After pulling out as sponsors of the PGA Tour tournament, Good Good chief executive officer Matt Kendrick said they “remain committed to earning back” the tour’s trust.
“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.” Kendrick added in a statement.
