LIV Golf's Cleeks GC partners with fashion brand to launch $5,000 bag

LIV Golf team Cleeks GC has officially partnered with Martin Key to create a luxury weekend bag. The bag is designed for travel, not golf. It's branded for the team with their name and logo subtly placed in various spots on the bag. It retails for $5,000.

LIV Golf teams have put a lot of focus into branding over the last few years. That is primarily true of Cleeks, which has undergone a logo change and rebrand fairly recently.

The team is made up of Adrian Meronk, Richard Bland and newcomer Frederik Kjetterup. They are captained by Martin Kaymer. This comes amid a pretty substantial overhaul for the team, as they now have a new member and a new GM.

Martensson said via SI:

"It was the exciting opportunity. I'd been with Minecraft for, for a bit over 10 years at the time and I'm a huge golf fan and golf nerd and have played golf since I was 12. So, I've been following golf and, obviously as a fan and a player, but when Liv came about, the dynamic changed quite a lot. I saw a great opportunity with my background that I could actually be part of changing golf forever and team golf was exciting for me."

Six teams added general managers over the offseason and Cleeks landed former Minecraft CEO Jonas Martensson. Cleeks and other LIV Golf teams will tee off at the first event of the 2025 LIV schedule in Riyadh in early February.

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New Cleeks GC GM talks about incoming player

Jonas Martensson was instrumental in adding Frederik Kjetterup to the roster. The LIV Golf general manager has only been involved with Cleeks GC for a little while, but he's already making an impact on the team.

Cleeks GC has undergone a few major changes (Image via Imagn)

He said via SI:

"Even though he's a modern player, he still has that kind of aura around him of classical golf. He has the golf and manners that we believe in and that's the part of golf that we really want to cherish. You'll see more in interviews and so forth and he's just an honest, super nice guy, which we believe is going to be a big part of our success going forward."

Martensson was also instrumental in the logo change. The Swedish executive said "building a brand obviously takes some time and it takes a great plan of sticking to what you believe in."

Martensson added that the biggest thing is what Cleeks GC stands for and if fans can relate to it. Time will tell if the former Minecraft CEO's changes are well-received, but he's already been hard at work shaping the LIV Golf team.