Spanish Broadcasting System's Latin pop 93.1 Amor FM (WPAT) has added soccer to its programming for the first time. The station has signed an affiliate agreement with Fútbol de Primera to become its exclusive New York radio broadcaster for the FIFA 2010 World Cup and Mexican national team games.

Beginning with this Sunday's (March 29) World Cup qualifying match between Mexico and Costa Rica, Amor will broadcast the Mexico team's games in the tri-state area for the 2009-2010 season. The station will also carry the World Cup games in South Africa, beginning June 11, 2010.

Frank Flores, VP/market manager at SBS New York, says the broadcasts of soccer on the music station aren't motivated by a switch to Arbitron's Personal People Meter. "We believe these games will be incredibly important to the majority of people that listen to the radio station," Flores says. "It's all about content ... regardless of PPM or diary."

Fútbol de Primera is a Miami-based Spanish-language radio network that broadcasts soccer programming on FM and AM stations nationwide. The company debuted its programming on its second Los Angeles FM station, regional Mexican KDLD (103.1 El Gato), last month with a U.S.-Mexico CONCACAF match.