The key is to purchase high quality sardines. Gallego sardines by Matiz is a fantastic Spanish sardine, I find them at Whole Foods. There is a huge difference between these gourmet sardines and the garden variety Bumble Bee you find on store shelves. Ruby brand is touted by Gabrielle Hamilton of Prune, and sold at her restaurant. All sardines are not created equal!
Maybe try making Pasta Con Le Sarde. I've been eating it since I was a picky child and loved it even before I decided I didn't like sardines. This recipe seems like a decent one. I've never followed a written recipe but have made it from a passed down family recipe, but this one looks close.
PS It sounds like he doesn't like strong, salty flavors, so perhaps by eating these things where they are flavor notes rather than provide the dominant flavor, he will acclimate his palate. On the other hand, if he doesn't like these things, he doesn't like them. We all have our likes and dislikes because we are all different.
Try fresh sardines if they are available where you live. They are much milder that the preserved version. For the salted variety, the Sicilian pasta con sarde can't be beat. The sardines add umami more than sardine flavor, and the other ingredients--fennel, garlic, tomatoes and I believe a few raisins--create a dish full of robust flavor.
100% agree here. Fresh sardines I think would be much more palatable than preserved/canned ones for a neophyte. Just make sure that they are thoroughly cleaned, and also you might consider removing the heads (sardine cheeks are just a twinge bitter). I like to grill them under the broiler as close as possible for about 4 minutes on each side, after having marinated them in olive oil/garlic, and lemon juice for an hour.
If the sardines are no dice - then you might want to try canned mackerel. King Oscar just launched a new easy-open can of Mackerel in Olive Oil in North America, and I can tell you it's a very very good product. Mackerel is a bit milder than sardine, its basically like a less dense tuna, but I wouldn't say it is bland. I highly encourage you to try it in a salad.
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http://www.sbs.com.au/food/recipes/pasta-sardines-pasta-con-le-sarde-0
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If you want to eat sardines, fine; it doesn't mean everyone else has to also.
If the sardines are no dice - then you might want to try canned mackerel. King Oscar just launched a new easy-open can of Mackerel in Olive Oil in North America, and I can tell you it's a very very good product. Mackerel is a bit milder than sardine, its basically like a less dense tuna, but I wouldn't say it is bland. I highly encourage you to try it in a salad.