Cleeks Golf is teeing up a bold new era for Europe’s LIV Golf team, unveiling a fresh visual identity and its first consumer campaign ahead of the 2025 season.
Led by two-time Major Champion Martin Kaymer, the club is set to bridge golf’s storied past with its fast-evolving future — all while sporting a sleek, modern look.
From its roots as a nod to the original long iron club, Cleeks Golf is embracing a refined rebrand that pays tribute to the sport’s heritage.
Team General Manager Jonas Mårtensson partnered with global experience agency AKQA to craft an updated brand positioning, one that merges tradition with a contemporary edge.
Their aspiration? To encourage more people to explore and enjoy golf, reshaping how the game is both experienced and viewed.
“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,” says Cleeks Captain Martin Kaymer.
“This relaunch allows our brand to showcase the premium and quality we want to be synonymous with, which 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.”
A central part of this refresh is collaboration across fashion, music, art, and beyond. In a bid to pull more people into golf’s occasionally maddening, always thrilling orbit, the club is joining forces with a handful of seriously talented creatives.
The idea? Catch new fans in a fresh and inventive way. And believe me, you won’t want to miss the first partnership set for 2025—a limited-edition luxury weekend bag from Martin Key. That’s just the opening act of what’s to come. More details are set to be revealed in early February.
AKQA’s expertise — honed through work with names like Coca-Cola, Uber, and Netflix — underpins this rebrand.
“This was a dream brief: a chance to honour golf’s legacy while influencing its future,” says Emil Jonsson, Group Creative Director at AKQA Sweden.
“An opportunity to have an impact the game of golf during this critical juncture for the sport while honouring its rich tradition, in partnership with Cleeks Golf Club, we’ve launched a brand to lead the way in shaping the future of how golf is perceived, consumed, and played.”
Behind the scenes, Team General Manager Jonas Mårtensson — formerly CEO of Mojang, the Microsoft-owned studio behind Minecraft — brings a wealth of brand-building experience.
He’s determined to blaze a new path for professional golf and usher in a fresh aesthetic for a sport rooted in tradition.
“I’m incredibly honoured to take on the challenge of leveraging my past brand-building experience in order to introduce new audiences to the world of golf,” says Mårtensson.
“In terms of like-minded partners, there’s simply none better than AKQA to bolster our impact, expand our reach and help us innovate the future of the game.”
“Moving forward we will be partnering with extraordinary organizations, brands, artists, designers and individuals who share our vision of sport, art and culture.”
As last year’s LIV Golf Houston team champions, Cleeks Golf Club will aim to build on its momentum heading into the 2025 LIV Golf League season which tees off at LIV Golf Riyadh from February 6-8.
For all the latest updates and to see where Cleeks Golf is headed next, visit cleeksgc.com.
