PGA Tour chief executive Brian Rolapp has questioned whether Good Good Golf took enough accountability for their controversial video promoting a new Callaway driver.
The video published last week by the popular content creators, the title sponsor for a new PGA Tour event this autumn, was subsequently deleted after widespread criticism that it portrayed violence against women.
The video showed a man shoving a woman who was reaching for his new Callaway driver to the ground, before warning her not to touch the club as she lied on the ground.
Good Good apologised in a social media statement and Callaway Golf admitted 'mistakes were made' over their handling of the incident, while Rolapp raised concerns about the creators' actions.
When asked whether Good Good took enough accountability, Rolapp said in his press conference ahead of the Tour Championship: "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 disappointing. It was a bit defensive and late. But I think the responses are getting better.
"We've had some conversations with them, so we'll continue to monitor and work with them going forward. But now, we were disappointed with what we saw."
Good Good Golf was launched as a YouTube channel in 2020 and now is among the largest content creators in the sport, with the Good Good Championship scheduled to be a PGA Tour event from November 12-15.
"We posted a video to our channels that ultimately depicted actions that are not aligned with our values as a brand," read the Good Good apology on X on Saturday. "We have since taken that content down, and sincerely apologise.
"Good Good has always stood for making the game of golf more inclusive to all, and we will continue to ensure that is our mission moving forward".
Callaway Golf said it was disappointed by the video and "appreciative of Good Good addressing this", while chief executive Chip Brewer released an extended statement on Tuesday to explain their handling of the incident.
"The approval never should have happened. Mistakes were made, and we are taking the matter very seriously," Brewer said.
"As we deal with the consequences of our mistake and complete our investigations, I want to make it clear that we sincerely apologize for the video."
Golf Channel postponed Tuesday night's scheduled premiere of the reality show "Big Break x Good Good" due to one of the show's sponsors no longer wanting to be associated with the programme.
"This [postponing] will allow for necessary production updates, following a request from one of the show's sponsors to remove its branding from the series," Golf Channel said in a statement.
Good Good Golf co-founder Garrett Clark and Alexis Miestowski - a regular content creator for Good Good - were among those involved in the promotional video.
The brand has made-for-TV shows, apparel and other merchandise. Callaway Golf first partnered with Good Good in 2023.
