Agreed with Jerry. Attending the matches doesn´t take away much from his family matters as the team makes those trips on matchdays and return immediately after. + away matches are only once, sometimes twice in 2 weeks so it´s not that much really and he has all other days to be with his family.
Family excuse doesn´t hold water at all. "Media star" is also just a bad excuse imo. By being there he is showing the team that their president is behind them (however shallow that sounds) and is showing respect towards presidents of other clubs. Higher up you are protocol becomes more important and he should be there making good connections.
(Disclaimer: I am not slating Sandro, merely making an observation)