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

The post Inside the Cleeks rebrand with Jonas Mårtensson appeared first on Golf Digest Middle East.

For what it’s worth, it looks like Kalle Samooja is joining the Cleeks. LIV put this on their IG story, but deleted it shortly after. I grabbed a screenshot. @flushingitgolf @LIVGolfNation @ProGolfCritic @GolfloverUK pic.twitter.com/LW2koHOcQ6

— Hunter Biden Golf (@HunterBidenGolf) January 8, 2024

The parody account looks to have snagged a now-deleted photo from the Cleeks GC Instagram story. The picture shows captain Martin Kaymer joined by recent LIV Golf Promotions winner Kalle Samooja. This would have been nice for everyone involved—congrats to the Finnish journeyman on making it to the big time—only Samooja hadn’t been announced as a Cleek just yet.

This isn’t the end of the world, as the photoshoot has already been finished and the actual announcement probably isn’t too far away, but it never feels good to get hornswoggled by the infamous Hunter Biden … Golf.

World No. 298 Kalle Samooja is joining the Cleeks and two-time major champ Martin Kaymer after a down year for the team. They finished in 10th place out of 12 and are still searching for a fourth member to join the squad. No matter who they choose, they have to steer clear of @HunterBidenGolf who’s ready to pounce on the smallest social media slip-up.

Image: @HunterBidenGolf

The post Did LIV Golf accidentally post the newest member of Martin Kaymer’s team? appeared first on Golf Digest Middle East.

Kaymer was forced to withdraw during the final regular-season event last year at LIV Golf Jeddah due to lingering issues with his left wrist. He then missed the Miami Team Championship, although he remained in charge of the team in a non-playing capacity. He underwent surgery in mid-November.

“It’s four months now and the problem is the tissue takes a long time to heal,” Kaymer said Wednesday. “So I’m putting right now. Little bit of chipping here and there. But I still have pain once in a while. I have some good days and some not so good days. I guess that’s what rehab is all about.

“Hopefully I can start hitting golf balls in 2-3 weeks. That’s the goal.”

Canter played the final six events of the 2022 LIV Golf Invitational Series as a member of the Cleeks. The 33-year-old Englishman was one of the top performers at the Miami Team Championship, winning both his quarter-final and semi-final singles matches, the latter against 4 Aces GC star Patrick Reed.

“It was a given that he was on the team (as the replacement),” Kaymer said. “We talked to LIV and they were fine with it. He’s always going to be on the Cleeks team.”

Canter will join Graeme McDowell, Richard Bland and Bernd Wiesberger on this week’s roster.

Kaymer will remain at Mayakoba. “I can do my rehab here and my putting,” Kaymer said. “It’s the right thing to be here and support my team.”

The post Cleeks captain Martin Kaymer out of LIV Golf Mayakoba, as Laurie Canter steps in appeared first on Golf Digest Middle East.