AFL boss Andrew Demetriou reacts with laughter when told a dwarf had been allegedly lit on fire during MAd Monday celebrations. Courtesy Channel 7

ST KILDA midfielder Clinton Jones has been named as the player who set a dwarf entertainer on fire during the club's Mad Monday celebrations.

A spokeswoman for the club confirmed the 29-year-old had apologised to the victim and will make a donation to a children's charity.

Jones will also cop a $3000 fine but still faces the outcome of a police investigation into the incident.

St Kilda released a statement saying: "St Kilda Football Club wishes to advise that player Clinton Jones has offered his sincere apologies to entertainer Blake Johnston for an inadvertent action at a players' end of year celebration yesterday."

"The club has imposed a sanction of $3000 in accordance with the AFL Players Code of Conduct.



"Clinton has been in contact with AFL CEO Andrew Demetriou regarding the matter, which has now been dealt with in full by all involved."

Jones confirmed in the statement had spoken to Johnston directly to clear up the matter.

"I sincerely apologise to Mr Johnston and have done so personally today."

"As a playing group we were engaged in end of season activities which in hindsight were quite childish. I made an error of judgement in including Mr Johnston in the activity.



"I am embarrassed if this has caused angst and certainly had no intention to cause any harm to anyone, including the St Kilda Football Club and its members."

Blake Johnston, who works for the entertainment firm Dwarf My Party, claimed he was set alight with a cigarette lighter while talking to a group of players at South Melbourne pub Bells Hotel yesterday.

Johnston confirmed earlier today he had accepted Jones' apology.

“The St Kilda Football Club and the player involved have contacted me to apologise, which I have accepted.



“The player has also offered to make a donation to a charity of my choosing, which is the Kids with Cancer Foundation Australia.”



Johnston said AFL boss Andrew Demetriou also apologised over the incident.



Demetriou was criticised for laughing about Mr Johnston’s plight when told about the incident on live television.



Johnston said: “Andrew Demetriou from the AFL has today contacted me to apologise for his initial reaction as seen on Talking Footy last night. I appreciate that Andrew made the effort to contact me and I have accepted his apology.”



Johnston had sought legal advice on the matter, but added: “I would like to make it clear that although I have consulted my legal options, I have made the decision not to pursue any charges or action against the club or the player involved.”

Earlier, a friend of Johnston said he was "struggling to cope" since the incident.

It came as police continue a formal investigation into how the bizarre stunt occurred, including discussions with St Kilda.

Blake Johnston, who works for the entertainment firm Dwarf My Party, claimed he was set alight with a cigarette lighter while talking to a group of players at South Melbourne pub Bells Hotel yesterday.

It's understood his jumper and pants were significantly burnt in the alleged attack.

"This wasn't just somebody burning a hole in his jumper with a cigarette," said a close friend who did not want to be named.



Johnston could not identify the alleged culprit because most of the players were in costume.

A high-profile player is thought to have booked the entertainment.



"But he (Johnston) is really struggling at the moment ... he is not very good emotionally.''

Bells Hotel management said the incident was a "storm in a teacup".



A spokesman for the pub said that Johnston stayed at the event after his outfit caught fire.



"He was fine with everything and shook my hand as he left," the pub's manager said.

But Johnston has denied the claim through his unnamed friend.

Investigators at South Melbourne CIU have watched CCTV footage and are believed to be speaking with management of the club in the wake of the alleged incident.

"South Melbourne detectives are investigating an incident where it's understood a man was set alight," police spokesman Adam West said.

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Earlier today St Kilda released a statement saying it was "continuing to investigate reports" and "anticipates being in a position to make a further statement later this afternoon".

The AFL said it was "closely monitoring" St Kilda's investigation.



Football operations manager Mark Evans said the AFL was in contact with St Kilda over the incident.



"The players have been playing pranks on each other by setting the shoelaces on fire and singing happy birthday and they've singed the clothing of a performer that they had there," Evans said on the AFL website.



He indicated the AFL could step in.



"It's with St Kilda at the moment and once they provide us the details we'll then have a look at it from there," he said.



"I think these practices of Mad Mondays and bizarre behaviors and all those sorts of things, I think they're well gone.



"It's certainly bizarre, but it's not conceivable that this is the way we should operate at celebrations for (the) end of the season."

The investigation comes as AFL boss Demetriou apologised for laughing uncontrollably about the incident, saying that he thought it was a joke.

Appearing on Channel 7's Talking Footy last night, Demetriou burst into fits of laughter and slapped the table as panellist Luke Darcy told him what allegedly happened.

Demetriou tried to keep a straight face but began laughing when Darcy asked him if he was "used to this sort of thing".

Demetriou laughed and covered his face as the panel laughed about the incident.

Fellow panellist Bruce McAvaney said: "That's a first, Andrew Demetriou with nothing to say on a big issue on national television."

Demetriou could not say anything through his laughter, with Darcy saying "we've got him, finally".

The AFL chief said this morning he was first told about the story by a producer in an ad break and did not believe it.

"I thought they were having me on … I thought it was a joke," Demetriou said.

"I just thought it was incredulous to think that this could possibly be."

Demetriou said laughing was "inexcusable" and he only realised it was a real story when Darcy mentioned the Herald Sun's story.

He slammed the alleged actions of St Kilda’s players.

"It’s just reprehensible. I was flabbergasted – in the scheme of all the things we’ve been through, that would have been one thing I could never have predicted that we would deal with," Demetriou told 3AW.

"My giggling wasn’t about the situation, it was more about this is just another thing that’s happened which I couldn’t have predicted.

"It wasn’t meant to be offensive and I apologise to anyone who is offended. I wasn’t directing my laughter at him."

Earlier a work colleague, who had spoken to Johnston since the alleged incident, said: "Blake was speaking to a player when another man, who he thinks was another player, set him on fire.

"There was a lighter being passed around. And because people were wearing costumes, including Blake, most of the outfits were flammable."

He said Johnston scrambled to extinguish the flames, then left.

"He is very, very shaken," Johnston's workmate said.

"Physically Blake is OK, but he has been absolutely humiliated."

Earlier Josh Damman, a co-entertainer with Johnston, demanded an apology from Demetriou.

"Had it been a female entertainer that was set on fire, would he be laughing?" he said on his Facebook page today.

"Surely there would be an outrage made about it."

He said Johnston deserved an apology from Demetriou, the AFL, St Kilda, and the Talking Footy panel.

Footy fans also took to Twitter in disgust at the panel’s reaction.

Daniela Gullaci said it was “disgusting” and “pathetic” to see them laughing about someone being set on fire.

Dave Kasriel said Demetriou “just brought the game into disrepute”.

Johnston's other employer, Professional Championship Wrestling, are demanding answers from the club.

PCW wrote on its Facebook page: "Could you please comment on why our on-screen president, known to spectators as Mr. Big, was set on fire during your Mad Monday celebrations?"

A spokesman for PCW said: "We are utterly disgusted by the situation."

The friend said Johnston was not hurt in the incident, but was too embarrassed to see a doctor.

"He is very upset. You don't know what this does to someone's self-esteem."

He said PCW was forced to ask for answers on social media after the club involved did not respond to their phone calls earlier today.

"We rang them. We got nothing," he said.

"We messaged them. Nothing. We got impatient. So we went on Facebook.

"Come on, this is not OK. We want answers. Now!"

- with Tom Minear