It will be focusing on four key pillars: mobile, social, personal, and global. The company said the new strategy is because consumers are increasingly turning to mobile devices to research events, make purchases and get into venues. They are tapping into social media to share during the event and expect a personalised experience that is tailored to their interests.
The StubHub rebranding also includes a more contemporary logo.
Estanis Martín de Nicolás, general manager international, StubHub said: "The live events industry in the UK is continuously evolving and Stubhub is leading innovation to enable consumers access to one of a kind live experiences.
"We are incredibly excited to reveal our new brand vision and believe that it will continue to drive stronger connections with audiences and partners throughout 2016."
Charles Davies, international marketing director at StubHub, said: "To mark the launch, we will be rolling out a stand out marketing campaign that aims to remind the people in the UK of the emotion, feeling and anticipation that only comes with experiencing events live. We are also excited that for the first time, our marketing campaign will be visible outside of London, with activations across the UK."
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