Callaway Golf CEO says "mistakes were made" over controversial ad

Callaway Golf CEO Chip Brewer has issued an apology for a controversial advertisement that depicted a male golfer shoving a female golfer to the ground. The online video, created by Good Good Golf, was released last week to promote a co-branded driver and had received approval from Callaway before its online debut. However, the ad quickly sparked an online backlash for its depiction of violence against women.

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That approval should never have happened. Mistakes were made, and we are taking the matter very seriously.

Brewer stated that the approval "should never have happened" and admitted that "mistakes were made." He emphasized that Callaway is taking the matter very seriously and offered a sincere apology for the video. Good Good Golf, the ad's creator, also apologized on social media, asserting its commitment to making golf more inclusive.

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I want to make it clear that we sincerely apologize for the video.

Despite the apologies, some social media users expressed deep disappointment with Callaway's response. Critics argued that the company should not simply label the incident a "mistake," especially since the video was approved internally. Some commenters suggested that Callaway should donate to the Ladies Professional Golf Association and domestic violence organizations as a more meaningful gesture.

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I'm deeply disappointed by Callaway's response, and by the company itself.

The controversy arises at a time when the golf industry is seeing significant growth in female participation. Reports indicate a 45% increase in female golfers between 2020 and 2025, although they still represent only 28% of all golfers. This growing demographic makes the ad's message particularly concerning to many.

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Please stop framing this simply as a 'mistake.' Your own statement says the video was approved by Callaway before it was posted.