Golf membership producer Callaway has ended its partnership with content material creator Good Good with rapid impact following backlash over a video which confirmed a lady being pushed to the bottom after reaching for a membership.
American golf model Good Good has some of the common sport YouTube channels with 2.13m subscribers and had created and revealed the advert for Callaway final week.
However the video drew widespread criticism and was accused of creating gentle of violence towards girls, and each corporations removed the advert and issued apologies.
Good Good, who Callaway has labored with since 2023, has additionally stepped away from its sponsorship of a PGA Tour occasion in Austin, Texas in November.
On Thursday, Callaway, in a statement on X,, external conceded its content material assessment course of “was not complete sufficient”, including that it had “listened and mirrored deeply on the damage and disappointment attributable to the video we reposted”.
The producer mentioned it was additionally donating $1m (£735,725) to organisations working to forestall violence towards girls and assist victims.
“We heard from people who shared private experiences associated to violence towards girls, and their tales had been highly effective reminders that this concern touches the lives of far too many individuals,” Callaway’s assertion learn.
“Unequivocally, violence towards girls is unacceptable and may by no means be trivialised, normalised, or used as leisure.”
Callaway mentioned they’ve taken “acceptable inner corrective actions” to assist guarantee this doesn’t occur once more.
The advert confirmed Good Good co-founder Garrett Clark dashing over to Alexis Miestowski – an expert golfer and common content material creator for Good Good – and pushing her to the bottom earlier than shouting: “Don’t contact my new driver.”
The model, which has develop into one of many largest content material creators in golf, launched its YouTube channel 2020.
Common clips embrace women and men competing in numerous golf challenges, whereas Good Good additionally creates made-for-TV reveals in addition to adverts for golf clothes and different merchandise.
After pulling out as sponsors of the PGA Tour event, Good Good chief govt officer Matt Kendrick mentioned they “stay dedicated to incomes again” the tour’s belief.
“We recognise that we have now work to do as an organisation, and our focus proper now’s on our staff, our tradition and making certain we study from this case.” Kendrick added in an announcement.
