"He told me, 'If I could turn the clock back, I would. If I could give the Heisman Trophy back, I would,'" said Haden.
Haden said the now-pro running back apologized during a 15-minute phone call last week, USA Today reported.
"He's really contrite," Haden said of Bush. "He knows he made a series of mistakes. It wasn't just one mistake. It was a series of mistakes."
"I wish I could ask Reggie to come talk to our football team. I can't. He's not allowed on the campus," Haden told the newspaper. "But I think he would tell them what a big mistake he made and how sorry he is."
Bush, his mother and stepfather accepted thousands of dollars in cash and free housing while Bush was playing for USC beginning in December 2004, according to an NCAA investigation. Bush and his family were also given an automobile, air travel, hotel lodging, transportation and other benefits, according to the NCAA's 67-page report.
One of Haden's first acts of business after accepting the AD job was to return the school's Heisman Trophy Bush earned in 2005.
Bush currently plays for the New Orleans Saints.