Developments within digital technology are redefining how spectators will experience sport in the future. Combined with current crises, it creates new demands on how sports arenas can generate visitors to their events. An alternative can be virtual arenas. Therefore, this study aimed to understand the visitor’s expectations of a virtual arena and identify key factors that affected potential spectators’ intentions to visit a virtual arena. This qualitative study collected empirical data through focus groups. The Unified Theory of Acceptance and Use of Technology 2 (UTAUT 2) was used as a theoretical foundation for the analysis. This study results in an enhanced hypothetical model arguing for additional elements affecting a spectator’s intention to visit a virtual arena. Our research contributes to helping shape future research on and practical implementation of virtual arenas.