Golf media company Good Good is facing growing consequences following backlash over a controversial advertisement, with both Callaway and the PGA Tour ending key partnerships with the company.

The advertisement, posted last week, featured Good Good co-founder Garrett Clark shoulder-checking Alexis Miestowski to the ground as she attempted to touch a co-branded Good Good x Callaway golf driver.

The video quickly attracted widespread criticism over its depiction of a violent act against a woman. It was subsequently removed, while both Good Good and Callaway faced questions about how the advertisement had been approved and published.

Callaway announced that it was ending its relationship with Good Good following the controversy. The golf equipment manufacturer had worked with the media company on branded products, including the driver featured in the advertisement.

The decision represented a significant setback for Good Good, which has built a large audience by combining golf entertainment, social media content and branded partnerships.

The fallout intensified when the PGA Tour also ended its relationship with Good Good, leaving the company without two important partnerships within a matter of hours.

The controversy highlights the potential commercial consequences brands and media companies can face when promotional content generates significant public criticism.

Good Good now faces questions over how the loss of major partnerships could affect its business and future collaborations within the golf industry.