Jorge Vergara is determined to improve the brand of the two clubs he has ownership of.
Both Chivas Guadalajara, of Mexico's Liga MX, and Chivas USA, of Major League Soccer, are both battling to attract acceptable crowds.
Add to that the fact that both clubs sit at the foot of their respective tables which has prompted Vergara to take a positive approach in a bid to develop Los Rojiblancos after admitting to some mistakes.
"I have to accept that, although in good faith, I have been wrong more than once in not doing the precise, the best and the ideal thing," said Vergara.
"I confused desire, impulses, emotion and even arrogance with the good sense and judgment that was required."
Vergara is apparently desperate to help Guadalajara achieve success and wants that to filter down to sister club Chivas USA.
