Indian Premier League (IPL) has emerged as a worldwide cricket sensation that goes beyond traditional sports boundaries by blending entertainment, business, and technology. With technological developments transforming fan engagement, IPL has adopted groundbreaking strategies to enhance viewer satisfaction and foster emotional associates with its audience. Sketching on the model of UTAUT, this study examines the impact of technology adoption among IPL viewers and its influence on fan engagement and satisfaction.

Data collected from 416 respondents through online questionnaires across platforms like Facebook, Instagram, streaming services, and WhatsApp, the study highlights that performance expectancy significantly influences viewer satisfaction, highlighting the prominence of streaming quality and real-time updates. While effort expectancy, facilitating conditions, and social influence similarly impacting viewer satisfaction, their relative effects vary. Satisfied viewers show higher levels of engagement, actively engaging in interactive features and sharing content.

The findings highlight the necessity for IPL organizers to focus on performance-driven, accessible, and socially engaging technological solutions to meet fan expectations and boost the overall viewing experience. By extending the UTAUT model, this study provides practical insights for enhancing fan engagement strategies and addressing obstacles to technology adoption in sports events