The bombshell has dropped: Good Good Golf CEO Matt Kendrick has sent the golf world into a frenzy with an explosive late-night tirade on X, frontally attacking Callaway after the abrupt end of their three-year partnership. What began as a business relationship for a co-branded driver now culminates in a public spat that severely challenges the image of both parties, demonstrating how quickly a birdie can turn into a full-blown triple bogey.
The drama was triggered by a promo video released last week, which drew harsh criticism for appearing to trivialise violence against women. Callaway immediately distanced itself, admitted that its content review process was 'not comprehensive enough,' and ended its collaboration with Good Good. On top of that, the golf giant promised to donate one million dollars to organisations working against violence against women – a gesture Kendrick now brands as a mere 'cover-up.'
CEO Strikes Back
Kendrick switched to attack mode on X, posting a series of explosive messages in the early morning of August 28, 2026, at 3 AM ET (9 AM CEST). He claims Callaway not only commissioned but also explicitly approved the controversial video. Subsequently, he alleges the company asked Good Good 'to take the blame' and is now attempting to cover up the matter with a 'coordinated media blitzkrieg tactic.' Kendrick even hinted that he would not be averse to suing Callaway – an announcement that is certainly causing quite a stir.
Good Good CEO Matt Kendrick says Callaway Golf asked them to make the advert, approved it, and is now trying to “cover it up by giving a million dollars away”. He’s also posted on X that he’s “not opposed” to suing Callaway, said “I agree” to a post suggesting Callaway set Good
Quake on the Course
The consequences of the scandal are already palpable: Good Good withdrew as a sponsor of a PGA Tour event in Austin, Texas, planned for November 2026. The PGA Tour agreed to this decision, underscoring the gravity of the situation. The aftershocks of Kendrick's verbal tee shot extend far beyond social media and could severely test Good Good's relationships with other partners. This public skirmish is a precedent and will significantly shape the discussion around responsibility and brand ethics in golf.
