Golf Channel Pulls 'Big Break x Good Good' Premiere After Sponsor Withdraws Over Controversial Ad

Golf Channel postponed the premiere of Big Break x Good Good on Tuesday evening, roughly two hours before it was due to air, after title sponsor Golf Galaxy asked the network to remove its branding from the series. The show, a revival of Golf Channel's long-running Big Break competition format built around the YouTube-turned-golf-brand Good Good, was rescheduled for Tuesday, September 1. Encore presentations of Payne Stewart Award coverage filled the empty slot instead. (The Hollywood Reporter)

The withdrawal traces back to a Callaway x Good Good commercial posted on Good Good's channels. In the ad, Good Good golfer Alexis Miestowski reaches for co-founder Garrett Clark's Callaway driver. Clark rushes her, knocks her down, stands over her, and says: "Do not touch my new driver." The video drew immediate negative attention online and was condemned by the PGA Tour. Good Good deleted it late Friday, roughly a day after it first appeared. (The Hollywood Reporter; AP News)

Callaway CEO Chip Brewer apologised and confirmed the ad was "approved by Callaway prior to posting." Good Good's initial public response stated that the video "depicted actions that are not aligned with our values as a brand." In a leaked internal email obtained by The Hollywood Reporter, Good Good CEO Matt Kendrick said the advertisement was intended as a parody of the film Obsession but that the execution missed the mark. Good Good did not respond to follow-up questions about the supposed parody. (Front Office Sports; The Hollywood Reporter)

PGA Tour CEO Brian Rolapp said he was "disappointed" by how Good Good initially handled the controversy, while acknowledging the company had made "some progress" in the last 24 hours. He also described the status of the winner's exemption into the Good Good Championship, scheduled for November, as "a bit of a fluid situation." The Big Break x Good Good winner was set to receive that sponsors exemption — a spot in a professional tournament given to a player outside the standard qualifying route. (The Hollywood Reporter)

Golf Galaxy, owned by Dick's Sporting Goods, held title-sponsor position on the series, formally titled Big Break x Good Good presented by Golf Galaxy. The show was originally announced for an August 25 debut with one-hour episodes running Tuesdays at 9 p.m. ET from September 1 through October 27, plus a 90-minute finale on November 3. Dick's Sporting Goods did not immediately respond to a request for comment on Golf Galaxy's withdrawal. (Golf Channel; The Hollywood Reporter)

For viewers who had circled the premiere, the wait now extends one more week. Whether Golf Galaxy's branding returns, or the show proceeds under a new sponsor title, has not been confirmed by Golf Channel. The series represents the first revival of Big Break since Golf Channel announced the partnership with Good Good Golf of Austin, Texas, in October 2025. (Golf Channel)