Perhaps don't overthink it? I'm not sure you can "get" someone to love anything. Maybe he just won't *love* reading and maybe trying to force the issue will backfire on you. Surely he's not going to ever struggle with reading based on what you say.
How would you feel if he likes reading but loves something else? Maybe he'd like it if you got that about him, and you could encourage his actual love whatever it is. Nothing wrong with having plenty of reading material available to him that'll appeal however smile