Francisco 'Paco' Palencia is moving to Los Angeles to work more closely with Chivas USA.
The 39-year old former Mexico international is the director of soccer for both Chivas de Guadalajara and Chivas USA but will first focus on strengthening the brand in LA.
"I'm very excited," Palencia told FutbolMLS.com.
"To start, I'll be more focused on Chivas USA. When I played in MLS, I enjoyed it a lot. I've always said that MLS has a lot of quality and it has an important springboard to become one of the most important leagues in the Americas.
"For now, I'll be supporting (head coach) Chelis to make sure that the good results continue.
"There are a couple of goals that are very clear. For now, the priority in the US will be to increase attendance at the stadium - and we already have some projects in the works to reach that goal - and to support the team.
"The second [goal] is youth development. We want this to work the way it does in Mexico because I'm convinced that there is a lot of talent in MLS and those of us who have been in MLS know it. There is talent that we can polish, and we don't even have to go out and look for it."
