Speaking on Fox Footy's Bounce on Sunday night, Frawley passed the comments off as a "poor attempt at humour." Collingwood president Eddie McGuire at the 'Big Freeze 2' charity event last year. He came under fire for saying he would pay $50,000 to see The Age's chief football writer Caroline Wilson stay under a pool of ice water. Credit:Darrian Traynor "Last Monday, on radio, I made a couple of insensitive, inappropriate remarks about Caroline Wilson," he said. "Clearly it was a poor attempt at humour, which I sincerely apologise [for], so we'll just leave it at that. "As I said, it was a poor attempt at humour and it didn't go down that way."

McGuire landed in hot water after saying he would pay $50,000 to see Wilson stay under a pool of iced water and charge an extra $10,000 for "everyone to stand around the outside and bomb her". Eddie McGuire's sexist comments have been criticised by Malcolm Turnbull. Credit:Darrian Traynor The comments came just days before McGuire welcomed a new AFL women's team into the Collingwood fold, and the furore arrived during the White Ribbon AFL round, which is aimed at prevention of violence against women. Frawley, also an ex-Richmond coach, chimed in by saying Wilson should be held under the freezing water, adding: "I'll actually jump in and make sure she doesn't [come up] ... I'll hold her under, Ed." Former St Kilda player and ex-Richmond coach, Danny Frawley, said he would hold Caroline Wilson under the water.

The segment was part of Triple M's coverage of the Big Freeze at the MCG on the Queen's Birthday public holiday, which raised more than $2 million for motor neurone disease research and awareness. Triple M had crossed to McGuire as he prepared to enter the pool of iced water when he went on a diatribe about Wilson. North Melbourne president and media personality James Brayshaw. Credit:Getty Images "In fact, I reckon we should start the campaign for a one-person slide next year - Caroline Wilson," McGuire said. "And I'll put in 10 grand straight away, make it 20. And if she stays under, 50. What do you reckon guys?"

Caroline Wilson. The exchange that followed has been described as "horrifying" on social media. North Melbourne president and media personality James Brayshaw also agreed to McGuire's plan. Brayshaw suggested the crowd would also contribute to the fundraiser. "If you ran that auction from down there, I reckon you'd start grabbing some bids out of the seats too. There'd be money piling in everywhere," he said.

Frawley added: "I'll be in amongst it, Ed." To which McGuire replied: "I reckon we could charge 10 thousand for everyone to stand around the outside and bomb her." McGuire tried to draw in other commentators, with only leading football journalist Damian Barrett distancing himself from the remarks. "I'm on Caro's side now, Ed. I'm on Caro's side these days, Ed," Barrett said. McGuire then let loose with a tirade describing Wilson, a decorated AFL writer, as "like a black widow" spider.

"She just sucks you in and gets you and you start talking to her and then BANG! She gets you," he said. In a media release, Mr McLachlan said he contacted McGuire, Brayshaw and Frawley on Sunday. "The AFL expressed the strong view ... that although seeking to be light-hearted, the language and tenor of the wording could be seen to be supporting violent attitudes or actions against women, and was therefore clearly not appropriate," he said. "All parties have told AFL this evening they will address their comments within the next 24 hours." There was a swift backlash to the AFL's response on social media, with one tweeter comparing it to being flayed with soggy lettuce.

McGuire is frequently in hot water over his comments, most famously for comments about former AFL great Adam Goodes. While the latest remarks were made over a week ago, a blog and podcast about the comments have raised the alarm this week.

"The image of a woman being held under water against her will while people jump on her body is a horrifying picture of violence. It is nothing less," Sydney journalist Erin Riley wrote in her blog. "And make no mistake, the damage McGuire and co are doing by normalising attitudes of disrespect and violence toward a woman does more harm than a thousand themed matches and white ribbons on uniforms do good," she wrote. McGuire declined to comment when contacted by Fairfax Media on Sunday. The comments have surfaced on the same weekend as the AFL held a White Ribbon fixture aimed at raising awareness of domestic violence and violence against women.

TRANSCRIPT McGuire: In fact I reckon we should start the campaign for a one-person slide next year. Caroline Wilson. And I'll put in 10 grand straight away - make it 20. [laughter] And if she stays under, 50. [laughter] What do you reckon guys? Who else is up there? I know you're in JB? James Brayshaw: No, yep, Straight in.

Danny Frawley: I'll be in amongst it Ed. McGuire: Is Duck there? Wayne Carey: Yes, I'm here mate. McGuire: Duck's in. Danny's in - already spoken up. Frawley: Yeah I'm in Ed.

McGuire: I could do an auction here today. Frawley: I'll actually jump in and make sure she doesn't - I'll hold her under, Ed. McGuire: I reckon we could charge 10,000 for everyone to stand around the outside and bomb her. Damien Barrett: I'm on Caro's side now, Ed. I'm on Caro's side these days, Ed. [indecipherable]

McGuire: She'll burn you like everyone else, mate. She's like the black widow. She just sucks you in and gets you and you start talking to her and then bang! She gets you. Brayshaw: If you ran that auction from down there, I reckon you'd start grabbing some bids out of the seats too. There'd be money piling in everywhere McGuire: It'll be magnificent. I think we should do that next year. It's all good for footy. Brayshaw: Bloody oath.