Collingwood president and co-host of one of Melbourne's top footy shows, Eddie McGuire, has dropped the C-bomb on live television.
During a chat with Port Adelaide player Kane Cornes on Big Week In Footy on Sunday night, the co-host told the player to "go and have a rub, sing your song, enjoy yourself, all those things mate. You might have to have two rubs being an old c---".
I know I don't play for Collingwood Eddie but old c@*t is a bit harsh! Got a good laugh out of that— Kane Cornes (@kanecornes) April 27, 2014
Eddie McGuire lets slip with a whopper. Photo: Pat Scala
Cornes took the comment in his stride, posting on Twitter: "I know I don't play for Collingwood Eddie, but old c--- is a bit harsh! Got a laugh out of that".
McGuire has described the gaffe as "a funny slip of the tongue".
"As if I’d get on the 7.30 show and drop the C-bomb intentionally," he told Karl Stefanovic on the Today Show on Monday morning.
"As you know, when you’re on air, and you have a producer in your ear and the rest of it … I sort of caught myself short on campaigner, and it sounded remarkably like a word you should not use on television."
McGuire said he sent Cornes a text message "straight after the show" to apologise.
"We had a bit of a laugh about it this morning," McGuire said.
Eddie McGuire must be harshly censured for dropping the C bomb on TV. Viewers should be clearly warned if he plans to mention Collingwood.— TheBrownDog (@The_BrownDog) April 27, 2014
This is not the first time McGuire's language has landed him in hot water.
Last year, he made an emotional and defiant public apology after suggesting on his Triple M radio breakfast show that the Sydney Swans' Adam Goodes be used in promotions for the musical King Kong.
The gaffe came only days after McGuire intervened following a racial taunt by a 13-year-old Collingwood fan who called the Sydney star an "ape" during a match at the MCG.