The stars of YouTube supergroup Good Good could hardly contain their enthusiasm as they unveiled an expansive partnership with one of golf’s best-known names: Callaway.
“It’s a dream of ours,” one said, as another gushed it would be “super dope.”
That was 2023, and the reveal — which Good Good called its “biggest announcement yet” — felt like a sign of golf’s new era. Good Good’s high-energy pranks and challenges were getting the backing of a blue-chip equipment maker. Good Good followed the deal up with a string of retail partnerships and $45 million in investment. The creator economy had come to breathe new life into an aging sport, and Good…
