Good Good Golf will no longer be the title sponsor for a PGA Tour event in Austin in November, a source familiar with the matter told Front Office Sports. The media and apparel company was set to pay the Tour at least $6 million annually in a multiyear deal before the fallout from an ad for a co-branded driver that depicted one of its founders striking a woman.
The Tour confirmed the move in a statement Thursday.
“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,” the statement read. “We agree with their decision to use this time to focus on their organization and the work ahead. The PGA Tour believes in golf’s ability to bring people together and create a welcoming environment for all.”
The Tour added that the tournament will continue on as scheduled Nov. 12–15, noting an update on sponsorship plans will come at a later date.
In a statement of its own, Good Good said it had decided to step away as sponsor of the event “after thoughtful discussions with the PGA Tour and careful reflection.
“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,” the statement continued. “We are grateful for our relationship with the PGA Tour and appreciate their partnership over the years. We remain committed to earning back trust, and we hope to work together again in the future.”
Earlier Thursday, Callaway severed its deals with Good Good “effective immediately.”
The Austin event was set to be titled the Good Good Championship.
