Steroids don't make your skin go uniformly pale like that. If that were the case then there would be a lot of paler looking players in sports.
Skin bleaching is big in South America and India where it's believed that having lighter skin will positively affect your social standing. The Dominican Republic has a long history of the lighter you are the higher you are on the social ladder. Not to mention his eyes are lighter (contacts) and his hair is straighter. Looks like Sammy just decided he wants to be a white guy like Michael Jackson tried to be.