iHeartMedia is leasing Sports “Fox Sports 98.7” W254AZ Belmont/WRFX-HD2 Kannapolis NC to Martz Media who will flip the station to Spanish CHR “Ke Buena 98.7” on August 1.

Martz is run by Greenville SC based Roger ‘El Comandante’ Martinez, who also operates “Poder 102.9” W275BJ/WGTK-HD2 Greenville. The new format will create a competitor to Norsan Media rimshot “Latina 102.3” WGSP-FM Pageland SC.

iHeartMedia/Charlotte inks a multi-year agreement with Martz Media Inc. and will introduce the new Contemporary Latin on W254AZ-FM as “Ke Buena 98.7 FM. ” Featuring a mix of local and national on-air personalities include Roger “El Comandante” Martinez, the latest news, gossip and Latin music favorites, The New Ke Buena 98.7 will serve the growing Hispanic/Latino community in the Charlotte area.

“We are very excited to have the opportunity to help support and broaden the entertainment spectrum for the Hispanic/Latino community in the Charlotte area and we look forward to Mr. Martinez’s success with the New Ke Buena 98.7 FM,” said iHeartMedia/Carolinas Region President Dave Carwile.

Matz Media President Roger Martinez added, “We’re thoroughly excited in being able to provide our Charlotte Hispanic community a diversified taste in Hispanic radio programming. Charlotte has grown substantially these past several years, including its Hispanic/Latino population. From huge community events to the over whelming positive audience response, we’ve seen such great activity coming from Charlotte and we’re excited to be part of the community and provide a fresh music and community engagement perspective to the Hispanic and Latino population in the Charlotte area.”

Martinez is a 35-year Latino/Spanish programmer in Latino communities throughout the Southeast. Currently Martz Media operates Poder 102.9 in Greenville, SC.