Golf media firm loses Callaway, PGA Tour deals over violent ad

The commercial, which was released online before being pulled, triggered a backlash over its depiction of violence against women, in addition to calls for a boycott of Callaway products (Michael Reaves)Golf equipment giant Callaway on Thursday severed ties with the media firm behind an advert that showed a male golfer shoving a woman to the ground as outrage over the commercial continued to spread.

>The PGA Tour also distanced itself from Good Good Golf, announcing the company would no longer serve as title sponsor of an upcoming tournament.

>The ad, released online last week before being pulled, triggered a huge backlash for its depiction of violence against women, including calls for a boycott of Callaway products.

>The online video showed Garrett Clark -- co-founder of Good Good -- knocking Epson Tour professional player Alexis Miestowski to the ground when she attempts to reach for his driver, before warning her in a sinister tone: "Do not touch my new driver."

>Callaway said it had reviewed the matter and "has ended its relationship with Good Good, effective immediately."

>"Over the last several days, we have listened and reflected deeply on the hurt and disappointment caused by the video we reposted," it said in a statement.

>"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.

>"Unequivocally, violence against women is unacceptable and should never be trivialized, normalized, or used as entertainment."

>Callaway has taken "appropriate internal corrective actions," and will commit $1 million to support organizations working to prevent violence against women, it added.

>Good Good Golf, which centers its business around a successful YouTube channel aimed at bringing a younger audience to the sport, had already apologized for the controversial advert.

>"We posted a video to our channels that ultimately depicted actions that are not aligned with our values as a brand," Good Good said in a statement.

>But the backlash continued Thursday.

>Good Good Golf will no longer serve as the title sponsor for an upcoming PGA Tour tournament in Texas, the circuit announced.

>"The PGA Tour has been informed of Good Good Golf's decision to step away as sponsor of the event in Austin, Texas, this fall," said a statement.

>"We agree with their decision to use this time to focus on their organization and work ahead."

>The tournament will go ahead as scheduled from November 12-15, with details on new sponsorship arrangements to be announced at a later date, it said.

>Earlier this week, PGA Tour chief executive Brian Rolapp said the circuit was dismayed by the advert, describing Good Good's initial handling of the controversy as "disappointing."

>The Golf Channel also said it "will not be able to complete this season" of its reality show "Big Break x Good" due to the media company's involvement, after a sponsor reportedly asked for its branding to be removed.

>amz/sst