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Jonas Mårtensson wants to change how you see golf
Transitioning from gaming to golf is no easy feat, but Jonas Mårtensson is doing just that as General Manager of Cleeks GC on LIV Golf. Known for his role in creating Minecraft, Jonas talks to Golf Digest Middle East about combining his business experience with his love of golf to rebrand a team to become the “Yankees of golf”.
Jonas Mårtensson
Jonas, you’re just over a year into your role as General Manager of Cleeks GC—has the experience lined up with what you expected?
I don’t think I had any expectations. I didn’t really know what to expect. It’s the first time I’ve worked in sport, so I didn’t have any strong preconceptions about the role. But thanks to my great team, we’ve already grown a lot over the past year and gained a lot of experience together.
With your background at Minecraft and then moving across to LIV Golf, that’s quite a bold career pivot. What has surprised you since stepping into the world of sport?
I’d never worked in golf before, so in a way it was a bold move. Going from gaming to golf might seem like a leap between two very different worlds – but to me, it makes perfect sense. What I’ve always done is build communities and create platforms where people connect. That’s exactly what LIV Golf and the team format are bringing to this sport. It feels a bit like working in a start-up again – fast-paced, full of potential, and driven by passion. But because golf has always been close to my heart, working with the Cleeks team in the LIV Golf League is simply more fun.
You’ve said golf has always been a significant part of your life. What kind of golfer are you?
I usually play first thing in the morning here in Spain and then have the rest of the day free. I picked up playing the game quite early – around 11 or 12 – and played until I was 18, then work and family took over for a while. Let’s just say I hit the ball long and wide! My handicap is 3. I’ve always played a lot in Spain, so when I moved here, I joined a club to play as regularly as possible. But yeah, I like starting the day with 9 holes – it frees me up for everything else.
You’ve described your ambition is to turn the Cleeks into the “Yankees of golf.” What does that look like?
Yes, well we believe golf is more than just a sport. We’re not just building a team – we’re creating a brand that blends tradition with creativity, connects with culture, and gives people a way to see themselves in the game. My vision is to create a global brand that people recognise instantly – whether or not they follow golf. That means delivering strong performances of course, but also bringing personality, storytelling, and cultural relevance to everything we do.
Have you been able to take lessons from building brands like Minecraft and Happy Socks over to Cleeks GC?
Partly, yes. Minecraft, Happy Socks, and Cleeks are very different brands, but the fundamentals of targeting and growing a brand are quite similar.
How does the apparel line fit into the strategy?
I love seeing fans and golf enthusiasts wearing Cleeks gear – it reminds me of how people proudly wear Yankees merchandise. That’s the vision: for Cleeks to grow into a lifestyle brand that resonates far beyond the world of golf.
You brought in artist Jacob Felländer—what’s the thinking behind blending art and golf into Cleeks’ identity?
Cleeks is about more than just golf – it’s about culture. Fashion, art, and music are all part of the world we’re building. Collaborations like the one with artist Jacob Felländer and the streetwear brand Public Drip show how we’re redefining what golf can represent. Bringing in a respected artist felt like a natural step. We’ve got some exciting partnerships coming up in both art and fashion.
Martin Kaymer Cleeks GC LIV Golf
LIV is changing how golf is presented. Are you trying to do something similar with how Cleeks presents itself as a team and brand?
Absolutely. We believe golf should be accessible, inclusive, and forward-looking. We want Cleeks to be more than just a golf brand – we’re positioned at the intersection of sport, art, and fashion, where new fans can feel welcome and inspired.
Is there an audience you’re focusing on?
Cleeks should be for everyone – both the younger generation, who connect with the brand through Adrian and Freddy, and the older ones like me, who identify more with Martin or Richard.
You’ve also talked about wanting Cleeks to leave a legacy within the community—what does that mean?
Through the league, we’re actively involved in youth and community programmes around the world – aiming to make a lasting impact. Golf has the power to inspire and drive positive change, both on and off the course.
With your experience in tech and gaming, how would you describe your leadership style in a golf setting?
Has it developed at all? I don’t think it’s changed. I’m a very typical Swedish guy – straight-talking and no-nonsense. My leadership style hasn’t really shifted from Minecraft to golf. It’s always been based on teamwork, sharing ideas, and collective creativity.
Looking ahead, what does success look like for Cleeks GC – both on and off the course?
Of course, it’s about playing a successful season – but also about inspiring new audiences and putting greater focus on the team itself, which is what truly sets the LIV Golf League apart from other tours.
This article was featured in the August 2025 issue of Golf Digest Middle East. Click here for a digital issue of the full magazine
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Main Image: LIV Golf
