Good Good Golf's very bad, bad week amid backlash over Callaway ad

Good Good Golf faces mounting backlash for a controversial online video ad that sparked accusations of sexism.

On Thursday, the digital media company lost its three-year partnership with Callaway Golf, while the PGA Tour said Good Good would no longer sponsor one of the association's tournaments in November. The ad, co-branded with Callaway, shows a male golfer shoving a female golfer to the ground as she reaches for his driver.

Although Good Good has said the ad was supposed to be a parody of the horror movie "Obsession," critics have condemned the video for making light of violence against women. Both Good Good and Callaway have apologized for the ad, which has been taken down.

"This is about far more than losing a contract with Callaway. Unless they are looking to limit their market to frat bros, how many want to be seen at the country club or on a course bearing the Good Good Golf brand now?" crisis communications expert Patrick Riccards told CBS News.

He added that while initial apologies from the companies weren't sufficient, Callaway has made the right move in separating its brand from Good Good Golf.

Good Good "can't claim they didn't thoroughly vet the ad before sharing or claim general tone deafness," he said. "They approved the offensive ad, they produced the offensive ad, they released the offensive ad. And no one seemed to think to pump the brakes and ask if they wanted to be remembered as the golf brand that promotes shoving women to the ground as a sign of superiority. "

Callaway CEO Chip Brewer apologized for the ad on Aug. 25, saying that Good Good Golf had produced the spot, which Callaway then approved.

In the 60-second ad, which promoted Callaway's new driver co-branded with Good Good, Garrett Clark — a co-founder of Good Good — shoves golfer Alexis Miestowski to the ground as she reaches for the driver. As she is on the ground, he leans over and tells her in a menacing voice, "Do not touch my new driver."

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

Some consumers said the apology didn't go far enough, urging Callaway to also take steps such as making donations to the Ladies Professional Golf Association and to domestic violence organizations.

Amid this pressure, Callaway announced on Thursday that it has ended its partnership with Good Good and will donate $1 million to organizations that work to prevent violence against women.

"These actions do not undo the harm caused or excuse our role in it," the company said in a statement. "We sincerely apologize to everyone who was hurt, disappointed or offended by this incident."

Also on Thursday, the PGA Tour said it had "been informed of Good Good Golf's decision to step away as sponsor of the event in Austin, Texas, this fall."

It added, "We agree with their decision to use this time to focus on their organization and the work ahead."