Ironically, i would say that traditionally sentimentality is the very lifeblood of football, as the majority of fans are attached to their clubs through an irrational personal bond, regardless of how shite or well they are doing.
It's why former players are often the first to be touted for managerial positions, and why potential signings to or from traditionally rival clubs can be met with huge resistance ("he's a hun" etc).
However, the more that corporate (TV) money replaces fan-generated money, the more that will influence a club's decisions over what the fans think, and as you rightly say, corporations have no room for sentimentality.