StubHub Unveils New Vision and Brand Identity
New direction reflects global ticket marketplace’s evolving approach to live events and focus on enriching
lives within the ‘experience economy’
Recognizing that the richest moments in life are becoming less about the things people own and more about the experiences they
share, StubHub (NASDAQ:EBAY) today unveiled a new vision and brand identity.
From sharing in the anticipation before an event to posting photos online after an encore, experiences have become the new
social currency. This phenomenon is creating a new ‘experience economy*,’ where the inspiration and energy from an event, along
with shared experiences, have an enormous impact on how people choose to spend their time.
For StubHub, the experience economy represents an opportunity to evolve the company’s strategic direction and double down on
four key pillars: mobile, social, personal, and global. StubHub understands** that today’s consumers are increasingly turning to
mobile devices to research events, make purchases and enter venues; they are tapping into social media to share their emotions and
connect with each other during the event itself; and they expect a personalized experience that is tailored to their interests,
with relevant content surfaced to them. These changes are occurring on an unprecedented global scale.
“The live events industry continues to evolve alongside a new experience economy, which places a premium on connecting to
one-of-a-kind experiences and sharing memories with each other,” said Scott Cutler, president of StubHub. “StubHub’s new vision reflects our approach to these preferences and
behaviors, and how StubHub is charting a path to be more mobile, social, personal and global.”
In alignment with this strategy, StubHub today announced a holistic update to its brand identity, along with plans to execute a
strategic, multi-channel brand campaign. The rebranding includes impactful aesthetic changes to convey the feeling and anticipation
that only comes with live experiences, including a more contemporary and globally relevant logo; updated design elements that
convey more emotion and energy; and a bolder, more flexible and dynamic color palette. The StubHub word bubble is now used to
express the range of audience emotions and desires, and is symbolic of the stories that fans will share around an event.
The design elements within StubHub’s new identity were also created to connect the brand to a wider variety of audiences across
more genres than StubHub has traditionally been known for, and to be more partner-friendly within the industry.
“StubHub’s new look illustrates our role in the experience economy for consumers, partners and performers, and better represents
the needs of a global audience with diverse interests around meaningful, memorable live experiences,” said Jennifer Betka, CMO at StubHub. “We are moving from a static world where the majority of the event experience
was done offline - to a dynamic space in which nearly everything about an experience is shared. Our new identity reflects StubHub’s
vision to help connect people to the events that inspire rich, shareable memories.”
StubHub’s global marketing campaign, which launches today, highlights how StubHub can connect consumers with the inspiration and
unique experiences that come from breaking out of the everyday. The campaign includes radio and digital tactics in the U.S.,
Canada, the UK and Germany, as well as cinema and out-of-home in the U.S., the U.K. and Germany. StubHub will also run a new TV
advertising campaign in the U.S. which will launch May 9. The new TV spot can be viewed on StubHub’s YouTube channel.
StubHub’s new global identity arrives on the heels of a series of initiatives that centered around driving stronger connections
with consumers, and appealing to diverse audiences. In early 2016, StubHub announced new partnerships, including Jennifer Lopez’s “All I Have” residency in Las Vegas and the first blended ticket marketplace with the NBA’s Philadelphia 76ers; in February, StubHub rolled out a new
ticket recommendation and best value sorting feature; and in late March, StubHub launched “virtual view” for several event venues, a virtual-reality, 360-degree, panoramic view from the
sections where fans are thinking of buying tickets. These moves pave the way for future features that will include social planning
and a shopping cart that allows consumers to bundle different types of purchases.
*Wikipedia, The Experience Economy
**StubHub: Year in Live Events, 2015
About StubHub
At StubHub, our mission is simple: help fans find fun. We connect fans with their favorite teams, shows and artists
and introduce them to the ones they'll love next. As largest ticket marketplace in the U.S., we enable fans to buy and sell tickets
to tens of thousands of events, whenever they want, through our desktop and mobile experiences, including our StubHub and StubHub
Music apps for iPhone, iPad, Apple Watch and Android. Offering a superior fan experience at its core, StubHub reinvented the ticket
resale market in 2000 and continues to lead it through innovation. Our industry firsts include the introduction of the first
ticketing application, the first interactive seat mapping tool and the first live entertainment rewards program, Fan Rewards™. Our
business partners include more than 60 teams in MLB, NBA, NHL, MLS and NCAA, plus ESPN, AEG, AXS and Spectra Ticketing & Fan
Engagement. Throughout North America, the United Kingdom and Germany, StubHub provides the total end-to-end event going experience.
StubHub is an eBay company (NASDAQ:EBAY). For more information on StubHub, visit StubHub.com or follow @StubHub on Twitter, Facebook and Instagram or YouTube.com/StubHub.
StubHub
Johnna Hoff
jhoff@ebay.com
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