NEWLY endorsed Western Bulldogs presidential candidate Peter Gordon is determined for the club to become a "thought leader".

Gordon, who has been nominated by the Bulldogs board to succeed outgoing president David Smorgon in December, fronted the media with the incumbant in the Bulldogs boardroom on Wednesday.

Watch Peter Gordon speak of his excitement, enthusiasm and willingness to take on the presidential role at the Western Bulldogs on the media player above.

While conceding the Bulldogs were not one of the bigger franchises in the AFL, Gordon said he was excited about a fine future for the "vibrant, iconic" club. He said he was particularly keen to attract more corporate support.

"I think the sky's the limit, frankly," he said. "I want the Bulldogs to be a thought leader in the ways in which to grow the competition and the individual franchise.

"It has risks and it has threats and it has challenges ahead of it as well - they’ve always been there - but it's in a much better position than when I left it back at the end of 1996, and of course it's in an exponentially better position than it was in 1989."

Gordon revealed that in a meeting with AFL chief executive officer Andrew Demetriou and chief operating officer Gillon McLachlan on Monday, he had made the point to the league powerbrokers - and "received some fulsome agreement" - that the Bulldogs represent 'Greater Western Melbourne', and were as important to the future of the competition as Greater Western Sydney.

It will be the second time Gordon and Smorgon have engineered a seamless succession. Gordon handed over to Smorgon at the end of 1996 and now Smorgon is returning the favour a year earlier than expected.

They have great mutual respect.

Smorgon described his Gordon as "a man with a track record of success in whatever he gets involved with".

"We know we've got the right man," Smorgon said.

Gordon returned the compliment, hailing Smorgon as the Bulldogs' greatest president after making "an extraordinary contribution" to the club.

"I still think I'm the second-best candidate," he said.

"The best candidate is the man to my right.

"I see David Smorgon and his contribution here over the last 15 years as representing to the Western Bulldogs off the field what Ted Whitten did on the field.

"No one can ever fully replace him. I feel particularly honoured to be given the opportunity and I'll do my very best in the role."

Smorgon and Gordon first discussed the concept of a succession plan in a South Melbourne hotel in recent months. Gordon said a return to the top job at Whitten Oval hadn't originally been on his agenda.

In February the Bulldogs board appointed a committee, chaired by vice-president Ian Veal, to identify Smorgon's successor. After interviewing 30 candidates, the committee recommended Gordon as president and Susan Alberti as vice-president. These recommendations were unanimously endorsed by the club's board.

Smorgon revealed that he would likely have remained in the role if a significantly younger, less experienced person had been recommended for the role. He was "delighted" with Gordon's candidacy.

Smorgon said Gordon drove the Bulldogs "mad" with his due diligence, incessant in requesting detailed business and strategic plans "to the last dollar". After being "overwhelmingly pleased" with the results, and much consideration, Gordon accepted the position on Tuesday morning.

The board endorsed Gordon on Tuesday afternoon and he delivered a two-hour presentation to the board that night.

Gordon said he was no longer working his "butt off" in his legal firm Slater & Gordon and would have more time to devote to the job. He had learned a lot since his first tenure.

He first became president in the stormy days of 1989 he when a merger was proposed between the Bulldogs and Fitzroy.

"I was 32 years old and had never run a business. I'm grateful that this time around I had the perspicacity to … understand a bit more about it," he said.

Gordon said Smorgon would be honoured by the club at a later date.