Mark Ramsey (Radio Marketing Nexus) doesn’t think so:

“I have never seen any perceptual research support the notion that adding play-by-play to a music station is good, on the whole, for that station’s non-sports listenership or image. If anything, I’ve seen cases where a music station ends up standing for one thing only: The sports franchise.”

The post above referenced pro football and I have no idea if Mark thinks the same thing about collegiate sports. But it seems like something our sports affiliate relations guys would know something about.