The theory of dominoes is simple: you line up each tile in a sequence, and when any of them falls, the next one follows. It’s mayhem. What’s happening with Good Good Golf is no different.

The YouTube content creators promoted their co-branded driver with Callaway through an ad on Friday. That, however, was the first domino.

The video featured Garrett Clark, one of the co-founders of Good Good, pushing Alexis Miestowski, a fellow talent, to the ground because she was reaching for his driver. He then animatedly yelled, “Do not touch my new driver.” Viewers were understandably cringing in the first ten seconds of the minute-long ad, scrutinizing Good Good Golf for promoting violence against women. The controversy snowballed into a series of questions, beginning with the obvious: what next?

The PGA Tour gives its verdict on Good Good Golf

After the controversial ad was deleted, quick apologies followed from both Good Good Golf and Callaway. But the sword hung closer over the YouTube content creator’s neck as they were supposed to be the title sponsors of the PGA Tour event in Austin, Texas, named Good Good Championship, scheduled for November 12-15 at Omni Barton Creek Resort & Spa.

The approach was the PGA Tour’s plan to attract younger fans to the rather slow-moving sport of golf. The efforts were in vain as CEO Brian Rolapp was not thrilled even after the apology.

“I think what we saw was concerning and is clearly not aligned with PGA Tour values. We take it very seriously,” Rolapp told the reporters during his press conference on Tuesday. “I think their initial response was disappointing. It was a bit defensive and late.

“But I think the responses are getting better. I think we’ve seen some things this morning, we’ve had some conversations with them, so we’ll continue to monitor and work with them going forward. But no, we were disappointed with what we saw.”

Now, Good Good Golf’s Thursday post on X reveals what the PGA Tour’s final verdict on their partnership is.

“After thoughtful discussions with the PGA Tour and careful reflection, we have decided to step away as sponsor of the Tour event in Austin this fall. We recognize that we have work to do as an organization. And our focus right now is on our team, our culture, and ensuring we learn from this situation.

“We are grateful for our relationship with the PGA Tour and appreciate their partnership over the years. We remain committed to earning back their trust, and we hope to work together again in the future.”

The PGA Tour renames the Austin Championship and responds to Good Good Golf’s step

Interestingly, while the brand is stepping away, the tournament itself will go ahead as scheduled, with a replacement sponsor expected to take over. The event is now renamed to the ‘Austin Championship’ on the Tour page. While the new sponsor’s name hasn’t surfaced yet, the PGA Tour has promised to keep everyone in the loop. They also responded, supporting Good Good Golf’s decision.

“We agree with their decision to use this time to focus on their organization and the work ahead,” the statement read. 

This was Good Good Golf’s biggest foray into entering the mainstream golfing world, and a traditional, well-respected circuit like the PGA Tour could’ve made it much better. That has been put on the back burner for now, if not completely taken off the stove.

If you think that was the only major loss Good Good Golf suffered because of the controversial ad, there was more to come. 

Good Good Golf loses the partnership with one of the biggest names in golf 

On Thursday, just hours before Good Good Golf released its statement, Callaway Golf announced that it was ending its relationship with the brand. In its official statement, the manufacturer outlined three actions.

First, it said it would ‘end its relationship with Good Good, effective immediately.’ Callaway also acknowledged that its content review process “was not comprehensive enough.” To prevent a similar situation from happening again, the company said it had taken internal corrective measures and strengthened its procedures for approving future marketing material.

Callaway also announced a $1 million commitment to organizations working to prevent violence against women, support survivors, and promote education and awareness. As a result, the three-year relationship between Callaway and Good Good came to an abrupt end. However, the fallout did not stop there, as questions about how the ad was approved continued to circulate.

Good Good Golf’s co-founder and CEO smash Callaway

Good Good CEO Matt Kendrick has been quite active, agreeing with X users’ claims to avoid Callaway. After multiple comments, he released a statement that puts complete fault on Callaway.

“Interesting that @CallawayGolf asks us to make an ad then approves it then asks us to take the fall then drops us in a coordinated media blitz and covers it up by giving a million dollars away thinking everyone will be ok with it. 30 for 39 will be legendary,” Kendrick’s statement read.

He also responded to some X users, saying he was “not opposed” to suing Callaway. He also agreed with a post suggesting Callaway had set Good Good up, and said he was “down to boycott Callaway Golf.”

Garrett Clark, who was directly involved in the controversial ad, also came forward:

“Good Good messed up by promoting a very poor-taste ad, but hopefully you guys can forgive Good Good as well as myself for being a part of it…,” he said. “Hopefully we can move on and grow the women’s side of golf, because that is one of our huge, huge goals.”

OutKick’s Jon Root also weighed in. In an X post tagging Callaway’s account, the sports analyst spoke about what could have been done.

“Callaway approved the ad,” the statement read. “They know it didn’t endorse domestic violence. It was simply a bad look & a dumb ad. Just say it was a mistake & move on. Get off your high horse, Callaway”  

Has Callaway responded to those claims? Not yet. For now, the debate surrounding the advertisement and its approval process continues. Meanwhile, another major blow was waiting for Good Good Golf. 

Golf Channel abruptly ends the reality series’ comeback 

Fans who were hoping to watch the Big Break x Good Good reboot after eleven years on ice will now have to wait longer. Just hours after Callaway and Good Good Golf released their statements on Thursday, Golf Channel confirmed that it was canceling the project’s first season. 

“The series can no longer be fulfilled; Golf Channel will not be able to complete this season of Big Break as planned,” the network said in its statement.

Golf Channel also expressed disappointment for everyone who had been involved with the project. At the same time, however, the network said it looked forward to Big Break returning to the channel in 2027.

Looking back at the past week, the timeline shows just how quickly things unraveled. For now, golf fans will have to wait and see whether Good Good can turn those words into action because the PGA Tour is not the only ones they need to earn the trust back from.