Hockey Night in Canada's Don Cherry is under the microscope yet again after he sparked another controversy with questionable comments — and these ones aren't even directed toward players.

On Saturday's "Coach's Corner" segment, Cherry discussed poppies, the official symbol of remembrance for Canadian veterans and those who served during times of war. The poppy is usually worn in the two weeks leading up to Remembrance Day on Nov. 11.

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While discussing the topic, and how he believes not many are being worn, Cherry called out immigrants for not buying poppies or wearing them. These remarks put in motion yet another controversial night for the longtime TV personality.

"You people love, they come here, whatever it is, you love our way of life, you love our milk and honey. The least you could pay [is] a couple of bucks for a poppy or something like that," Cherry said on the segment. "These guys pay for your way of life that you enjoy in Canada. These guys pay the biggest price."

Don Cherry rant on immigrants and wearing poppies. pic.twitter.com/SZp2WSsya8 — Main Team (@MainTeamSports) November 10, 2019

Sportsnet, which produces Hockey Night in Canada, released the following statement on Sunday: "Don's discriminatory comments are offensive and they do not represent our values and what we stand for as a network. We have spoken with Don about the severity of this issue and we sincerely apologize for these divisive remarks."

NHL Public Relations also addressed the matter with a statement of its own.

Statement from the National Hockey League regarding Don Cherry’s comments Saturday night: pic.twitter.com/zt57sLy5Fa — NHL Public Relations (@PR_NHL) November 10, 2019

In response, Cherry was again criticized on Twitter — and started trending — for his comments. One user called his latest rant "racism," given how he addressed immigrants during his segment and also uses the term "you people." Users also called on CBC to take Cherry off the air, while others who are immigrants took to social media to voice their opinion on the matter.

Don Cherry flat out blames recent immigrants as the root cause of his completely anecdotal observation that fewer Canadians are wearing poppies these days. Ron McLean, who loves “grilling” Gary Bettman on otherwise benign issues, allows the remarks to stand unchallenged. Neat! — Nathan Smith (@nrs82) November 10, 2019

“You people.” If there were any justice tonight would be Don Cherry’s last appearance on @hockeynight. Do the right thing @cbcsports. https://t.co/3bC9VkoM63 — Hersi Hujaleh (@HHujaleh) November 10, 2019

That was some disgraceful xenophobia disguised as patriotism from Don Cherry and lack of calling him out for it by Ron MacLean. Long past time to move on from these two.@CoachsCornerDC @RonMacLeanHTH @Sportsnet @CBC @cbcsports @hockeynight @NHL — Phil Green (@pg5150) November 10, 2019

I'm done trying to explain to people like @CoachsCornerDC that yes we too are Canadian, and that "us people" also sacrificed for the same freedom for all, side by side with other brave soldiers, even though we ourselves weren't afforded the same opportunities and freedoms. https://t.co/bG4aj81xUY — Gurpreet Singh Dhillon (@gurpreetdhillon) November 10, 2019

To add to his comments about poppies, Cherry also referred to insulin as "diabetes stuff" during Saturday's segment.

In a 5 minute segment on Coach’s Corner, the idiot #DonCherry refers to insulin as “diabetes stuff” and then blames immigrants for a lack of Remembrance Day poppies in Toronto. Ron Maclean nods his head in tacit agreement. CBC cuts to commercial. A small part of Canada dies. — David Rosenberg (@DeeEhRosenberg) November 10, 2019

Cherry's latest tirade comes just a week after his on-air comments about injured Ottawa Senators forward Scott Sabourin, who was left hospitalized after a scary collision with Boston's David Backes. Cherry claimed that Sabourin "just got knocked out, that's all," and also laughed when his co-host, Ron MacLean, mentioned that Sabourin was moving all of his extremities.