There must be gazillions of kids just like your son who hate Math. No ammount of nudging or sweet-talking will change their first impressiom on Math.
So why not try other means.
Like if his dream is to become the President of your country someday, then tell him he cannot be a President if he cannot finish his studies or schoolings.
Many more like that.
Or, bait him with two iPhone 3G's now. "If you so much as show interest on your Math, we will go to Mac and you can choose two of the best-looking iPhone in there..."
If he does not like the iPhone yet, how about an Alienware gaming computer?
Anything to entice him to even just pretend he is liking Math now.
Who knows, his Math might rub on him by accident.