The fallout continues from a bizarre ad for the Good Good Golf line of Callaway golf clubs, which depicted a man from the golf content brand shoving a female colleague.
Both companies quickly deleted the video from their platforms and have continued to face questions over the nature of the commercial and the approval process.
At a Tuesday press conference, PGA Tour CEO Brian Rolapp was quite critical of the “concerning” ad and Good Good’s initial response, which he called “defensive.”
“I think initially, no,” Rolapp said when asked if Good Good took accountability for the mishap. “What we saw was concerning; it’s clearly not aligned with PGA Tour values. We take it very seriously. I think their initial response was very disappointing. It was a bit defensive and late.”
Brian Rolapp on if he thought Good Good took enough accountability after the Callaway driver debacle:
“I think initially no. I think what we saw was concerning, is clearly not aligned with PGA Tour values. We take it very seriously. I think their initial response was… pic.twitter.com/h4pgWYTrpd
— Cameron Jourdan (@Cam_Jourdan) August 25, 2026
Good Good’s first statement expressed that the ad did not align with its values; the company added that it “sincerely apologize(d).” In comments to the Wall Street Journal and in a post on LinkedIn, CEO Matt Kendrick took ownership of the mistake and acknowledged that the commercial “came across” as condoning violence.
Since the ad was taken down, Callaway has reportedly removed the co-branded line from its site. The company’s CEO also admitted that it greenlit the commercial, which he called “inappropriate,” and apologized for it.
According to Golfweek reporter Cameron Jourdan, in the press conference, Rolapp stated that the PGA is re-evaluating Good Good’s sponsorship of its Austin, Texas, tour stop, which was set to begin in November.
Callaway is also an official sponsor of the PGA.