Tranlate this title PGA cuts ties with its influencers over incident in spanish

The trend of using influencers to try to reach younger audiences is once again proving counterproductive for the sports industry. While Erola Jons’ content was the talk of the town during the first few days of the Vuelta a España, this Friday it was the PGA Tour’s turn to face a serious public image problem due to its relationship with Good Good, a group with a strong following in the amateur golf world that has long collaborated with the American circuit.

Pga, situation

Good Good was set to sponsor a Fall Series tournament, the one to be held from November 12-15 at the Omni Barton Creek Resort and Spa in Austin, Texas, but that sponsorship has now been withdrawn. The reason is content published in conjunction with Callaway to promote the Californian manufacturer’s latest driver model. The video depicts a man violently pushing a woman to the ground. What was intended as a parody of the horror film Obsession has been perceived by the public as trivializing gender-based violence, drawing strong criticism on social media.

The uproar has led Callaway, which has significant interests in women’s golf through sponsorships of stars like Jeeno Thitikul, Ruoning Yi, Yuka Saso, Rose Zhang, Minjee Lee, and Mimi Rhodes, to sever its relationship with Good Good. In a statement signed by CEO Chip Brewer, they assert that the approval of this content «should never have happened.» «We apologize to everyone who was hurt, disappointed, or offended by this incident. Our review process was not sufficiently compassionate. We have taken appropriate steps to rectify this and ensure it does not happen again,» they added. As a reparative measure, they announced a donation of one million dollars to initiatives aimed at combating gender-based violence. Stocks of this driver model, manufactured in collaboration with Good Good, have been removed from physical retailers and websites. The content creators have also issued public apologies, while placing some of the blame on Callaway for «asking for an ad, approving it, and then asking others to take the blame,» in the words of Matt Kendrick, one of the creators, who did not rule out a lawsuit.

For its part, the PGA Tour believes that the most logical course of action, given the situation, is to cancel the remaining sponsorships, pending «new sponsorship opportunities that will be offered soon,» such as the Austin Championship. The consequences of this blunder also include the cancellation of the remaining episodes of Big Break, the golf reality show that Golf Channel revived in 2025 with Good Good, although the network has stated that it intends to produce a new season in 2027.