Houston sports radio is basically Texans/NFL talk unless one of the other teams does something noteworthy to interrupt their Texans/NFL coverage for a few moments.
Unfortunately, most sports media isn't about building anything and is more about the here-and-now. It's why there is little to no diversity in programming from one station to another and why they mainly focus on the largest audiences (Yankees-Red Sox, NFL, UT, etc). Could you build a following by partnering with lesser known entities? Sure, but that takes time and effort and won't make as much money right away and the people in charge want money now.