The organization and management of universities have changed radically in recent years and has been the subject of various studies. One line of research that receives little attention, however, is the study of the leadership of university presidents as relevant actors in the academic and administrative management of universities and in the society, in which the university is embedded. University presidents have different roles, but a main objective is to promote organizational changes with legitimacy both in the national and international context. This research intends to answer the following question, which are the principal roles that Mexican universities' presidents assume to promote the relationship between universities and society? Based on qualitative research, this article analyzes five roles of Mexico's university presidents (strategists, communicators, motivators, politicians, and legitimators), in the context of transformational leadership theory. The findings suggest that transformational strategies are used by the presidents of Mexican universities who primarily play the role of strategists, legitimators, and motivators.