💣 The Good Good vs. Callaway Drama Is A Full Five-Alarm Fire Right Now
So here’s where we are. Good Good releases an ad. The ad goes viral, but not in a good way. Callaway — their partner at the time — is presumably not thrilled. The partnership ends. And then on Friday morning, Good Good CEO Matt Kendrick logs onto X and goes fully scorched earth, accusing Callaway of running a “COORDINATED MEDIA BLITZ” against them. Sir. This is a golf content company. (source)
The thing that gets me is the audacity of the framing. Callaway is a MULTI-BILLION dollar equipment company with actual PR infrastructure. Good Good is a YouTube channel that got too big for its britches and made an ad that upset a lot of people. And somehow the CEO thinks HE’S the one being orchestrated against?? The main character energy is immeasurable.
Maybe Kendrick has a point. Maybe Callaway did coordinate some kind of response — corporate golf is absolutely capable of that. But going scorched earth on X when you’re already in the news for the wrong reasons is the media equivalent of taking a divot on a par 3 and then standing over the ball for four minutes adjusting your glove. Nobody needs to see this. You’re making it worse.
The golf content space is genuinely at a crossroads right now. Good Good built something real — the audience is real, the reach is real. But the moment you’re publicly beefing with equipment sponsors on social media while simultaneously pulling out of PGA Tour event sponsorships (more on that below), you’ve crossed from “golf media company” into “drama arc nobody voted for.” The exit from that Tour event tells you everything about where their actual confidence levels are right now.
🚪 And Then Good Good Backed Out Of Sponsoring A PGA Tour Event After “Careful Reflection”
“Careful reflection” is the press release equivalent of “it’s not you, it’s me,” and we all know what it means. (source)
🎯 The Tour Championship Is Going Match Play — And This Is Actually Worth Taking Seriously
The PGA Tour is converting the Tour Championship to a match play format, and the initial reaction from most people seems to be “another gimmick.” Worth pushing back on that. (source)
Here’s the genuine take: this might actually be the right call. The Tour Championship has been one of the most confusing events to follow in professional sports for years — staggered starting scores, FedEx Cup math that requires a spreadsheet, leaderboards that lie to you about who’s actually winning. Match play eliminates all of that. You get a bracket, you get a winner, you get stakes a casual viewer can follow without a calculator. The event has always had the right players in the field. It just needed a format that made those stakes legible.
The risk is execution — match play can produce blowouts, weather disasters, and weird bracket chaos. But the fundamental problem it’s solving is real. If they land on the right venue and get the structure right, this is a genuinely smart structural move. Don’t let the reflexive “everything is a gimmick” take win on this one.
🏌️ Tommy Fleetwood Showed Up To The Tour Championship With A New Putter (Again)
Reportedly inspired by the one he won with in 2025 — because apparently the putter journey never truly ends, it just circles back. His setup has its own character arc at this point and honestly we respect the commitment. (source)
📢 Golf Equipment Marketing Has Completely Broken Its Own Brain
Golf Monthly asked this week whether equipment marketing has gotten out of hand, noting that even Tour Pros can’t keep up with the tech jargon anymore. The answer is yes, obviously yes, it has always been yes. We have putters called “zero-torque modular mallets” being sold next to “broomstick blades” and none of these words mean anything to anyone. (source)
Meanwhile a gear editor at Golf.com is already telling us that 2027 is going to be “an irons year” based on things he spotted at Tour stops. We are currently in AUGUST OF 2026. The hype machine does not rest. It does not sleep. It just pre-hypes, endlessly, into the void. (source)
📊 Man Goes +1 Thru 9, Shoots 79, Submits It To Golf Monthly For Adjudication
He already knows. He has always known. (source)
🩺 The PGA Tour Still Doesn’t Have A Formal Injury Report And That’s A Problem
MyGolfSpy makes the case that the Tour needs mandatory injury reporting given its gambling partnerships — and they are completely right, and it’s embarrassing this isn’t already a thing. The NFL has had mandatory injury disclosures since 1947. The PGA Tour is out here letting guys show up to events quietly hurt with zero disclosure requirements while simultaneously cashing checks from sportsbooks. Pick a lane. (source)
💪 Soly’s Back Gave Out During Tourist Sauce Season 9
No Laying Up’s Soly dealt with a serious back flare-up during filming and apparently had to get creative with treatment just to keep going. Dad back is not a joke — anyone who’s felt their lower back stage a full revolt mid-round knows exactly what that specific misery feels like. The fact that he pushed through filming while his spine had other opinions is genuinely commendable. (source)
Hope he’s resting up and recovering well. Take care of the back, Soly. The content will still be there.
That’s the week. A CEO typed his way into a PR crisis, the Tour Championship is going match play, and someone is already pre-hyping irons for a year that hasn’t started yet. See you at the turn.
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