ST KILDA chief executive Matt Finnis has publicly condemned Sam Newman's comments on Channel Nine on Wednesday night about transgender people.

The Saints released a statement on social media on Thursday, revealing they had contacted Channel Nine to "convey its disappointment".

St Kilda forward Josh Bruce was on the program at the time of Newman's comments, but did not engage in the conversation.

Newman's comments were prompted when his colleague, Billy Brownless, asked him if he knew who Caitlyn Jenner was. Jenner, who previously identified as Bruce Jenner, announced her identity change in a Vanity Fair story two years ago.

"I know who he ... it is," Newman said, to mixed studio reaction. "Oh well, what is she? Is it a he, or a she? Is it transgender, is it?"

Newman has since apologised: "I regret the comments I made about Caitlyn Jenner. What I said was not appropriate and I’m sorry to anyone offended."

Finnis said research showed that use of language could have a "significant impact" on the mental health and well-being of LGBTI community members.

"Comedy at the expense of transgender people is no joke," Finnis said.

"I've spoken to a number of people this morning that were hurt by these remarks. Calling out behavior that demeans others is necessary to ensure as an industry we are contributing to stamping out issues such as homophobia and transphobia."

The Saints were involved in controversy last month when it was revealed some of their players had targeted Carlton captain Marc Murphy with comments about his wife.

St Kilda captain Jarryn Geary later apologised publicly for the club's involvement in the incident.

"Just as we were rightly called out for on-field comments earlier in the year that were unacceptable, it's important we are prepared to stand up for the values of our club and our stakeholders," Finnis said.

"We look forward to partnering with the Swans in staging the second Pride Match on Saturday, July 22 and continuing our efforts to ensure our game is welcoming to everyone."