In the world of golf, blending tradition with technology is quickly becoming the new norm. Whether it’s TGL bringing golf indoors or LIV Golf pushing the boundaries of the sport, it’s clear that the future of golf is all about innovation. But when you hear that a video game mogul is taking charge of a golf team, it really gets your attention. Enter Jonas Mårtensson, the former CEO of Mojang (yes, the genius behind Minecraft), who’s now steering the ship at Cleeks Golf Club.

As Cleeks Golf Club gears up for the 2025 LIV Golf season, they’re bringing something fresh to the table. With Martin Kaymer, a two-time major champion, leading the charge as captain and Mårtensson at the helm of the business side, this team is setting out to do more than just play golf—they’re blending the sport’s rich history with forward-thinking innovation.

So, what’s new for Cleeks as they enter the 2025 season?

1. Mixing heritage with innovation

First up, Cleeks Golf Club has completely revamped its brand. They’ve teamed up with the global powerhouse AKQA to give their whole vibe a fresh look. The new visual identity they’ve come up with is the perfect mix of classic and modern. The name “Cleeks” is a nod to a traditional long iron golf club, a perfect symbol for what they’re all about—a blend of golf’s heritage and its exciting future. Their tagline, “Tradition Refreshed,” really sums it up well.  

“Cleeks Golf Club is entering an exciting new chapter for the 2025 season, with a new distinct look and feel that allows us to differentiate from the other twelve teams,” said Kaymer. Whether it’s the upgraded on-course kits or premium fan experiences, this relaunch is all about quality. 

You see Cleeks GC isn’t just about a fresh look, they’re doing creative collaborations to take golf to a whole new audience.

2. Varied collabs are on the way

Cleeks is partnering up with artists, designers, and brands across fashion, music, and more. One of the first big collaborations for the 2025 season is with designer Martin Key, who’s working on a luxury weekend bag that perfectly reflects the values of both brands. More details about this are to come in February. As Kaymer puts it, “Fans will see come to life in many different ways from our on-course kits to first-class hospitality experiences to new collaborations with brands and artists.”

3. Developing a new brand identity

Ever played Minecraft? Jonas Mårtensson turned Minecraft into the best-selling video game of all time, and now, he’s bringing that brand-building magic to the team. “I’m incredibly honored to take on the challenge of leveraging my past brand-building experience in order to introduce new audiences to the world of golf,” Mårtensson said.

He sees the Cleeks as more than just a golf team and hopes to make it a platform for innovation, mixing sport, art, and culture in ways that push golf into new territory. With AKQA, the agency behind major brands like Louis Vuitton and Netflix, on their side, the Cleeks are set to lead the charge in how golf is seen and experienced.

4. Maintaining the momentum

 Cleeks GC is coming off a good 2024, having won at LIV Golf Houston. They’re heading into the 2025 season ready to compete at the highest level. LIV Golf tees off in Riyadh from February 6-8, and all eyes will be on the Cleeks as they show off their new look on the course.

With all these changes at the helm, it’s clear the Cleeks GC is here to dominate. They also have Frederik Kjettrup, a new teammate. Are you looking forward to LIV Golf 2025?