In practice, it is often observed that the introduction of media innovations is associated with major sporting events and sports-related advertising. However, the relationship between consumers' interest in sports and the spread of new media has not yet been sufficiently studied scientifically. Therefore, the main objective of this work is the theoretical development and empirical testing of a behavioral science model to explain the use of Mobile TV. A central finding of the study is that, in addition to mobility and media-specific willingness to innovate, sports interest is the most significant influencing factor for the use of Mobile TV. Contextual factors, such as travel situations and certain usage barriers, are also relevant for Mobile TV users.