Eddie McGuire’s actions result in Collingwood sponsor threatening to walk away

EDDIE McGuire has been hit where it hurts him the most. The first costly consequence has emerged for his “sexist crap” comments.

EDDIE McGuire has been hit where it hurts him the most — his football club.

The Collingwood Football Club president’s comments towards female football writer Caroline Wilson has resulted in major sponsor Holden threatening to walk away from a multi-million dollar deal with the Magpies.

Holden on Monday night announced it is reviewing its sponsorship deal with Collingwood and will meet with club officials to discuss the agreement’s future.

Holden last year re-signed a sponsorship deal with Collingwood reportedly worth $3 million per year until the end of 2018.

@Mister_Ed_2/2 Holden is engaging with Collingwood to directly express our disappointment and discuss the future of our sponsorship - Lauren

— Holden (@holden_aus) June 20, 2016

“We are engaging with Collingwood to directly express our disappointment & discuss the future of our sponsorship,” a spokesperson tweeted on Monday night.

BREAKING twist in the @CollingwoodFC / Eddie furore. #9FootyClassified https://t.co/kYOaLDGTo6

— Footy Classified (@FootyClassified) June 20, 2016

McGuire issued an unreserved apology to Wilson after his initial reaction to the AFL’s ice bath controversy was widely dismissed as insincere.

McGuire will face no sanction from the AFL over on-air comments that he would pledge $50,000 if Wilson “stays under” in a charity ice pool, despite the league finding the comments disparaging and insulting.

It came as Wilson responded to McGuire’s apology on Monday night during Channel 9’s Footy Classified program, saying his comments were “totally unacceptable”.

“It was terrible to hear them the first time,” she said.

Bumpy road ahead.

“I thought it was vicious. I thought there was venom. I do think there was some venom in the way Eddie spoke about it.

“Clearly now Eddie seems to finally, from what we’re hearing, understand that that’s not how you take on a critic of your performance.

“It was definitely a response to something I’d written. I know this too often becomes a popularity contest and I know James (Brayshaw) doesn’t particularly like me, not so much recently, but in the past I’ve been critical of him. We don’t get on all that well.

“It just became a gang tackle. It’s not good enough and I don’t think anyone should have to expect that treatment male or female.”

Caro responds. #9FootyClassified https://t.co/Ii48zL31hV

— Footy Classified (@FootyClassified) June 20, 2016

Wilson said the “Triple M gang” has a history of saying “sexist crap”.

“I think there is a bullying element to a lot of the stuff that Eddie does,” she said.

“That Triple M gang use words like, in the past they’ve called me ‘the perfumed scorpion’. They’ve said worse things that I just don’t want to mention on radio because I don’t like them.

“They’re not swear words. The other day it was ‘the black widow’. I’m sorry, but that is just sexist crap. I just don’t like that at all.

“It makes me embarrassed a bit.”

"I'm happy to have the conversation." #9FootyClassified https://t.co/F6d8vgAFRl

— Footy Classified (@FootyClassified) June 20, 2016

McGuire was sensationally scolded by his own football club on Monday with Collingwood releasing a media statement to declare even jokes about violence against women are inappropriate.

“The very clear view of the board of Collingwood is that there is no place in our community for the support of violent behaviour or language, even in humour,” the club statement said.

Travis Cloke training at the Holden Centre.

All three footy commentators involved in the Queen’s Birthday broadcast which called for Wilson to “stay under” the water — McGuire, North Melbourne chairman Brayshaw and All Australian selector Danny Frawley — have now offered apologies to Wilson.

She said she is prepared to accept them.

On Monday evening, McGuire said he had sought counsel from several sources, including anti-domestic violence advocates Rosie Batty and Phil Cleary, before issuing a further video apology on the Pies’ website.

“In the last 24 hours and particularly this morning, I’ve seen the impact of the comments on (Caroline),” McGuire said of the respected sports journalist.

“No person should ever feel uneasy or threatened in football’s family and for that I am deeply sorry and I apologise unreservedly to Caroline for putting her in that position.” McGuire pledged to make a personal donation to support victims of domestic violence at a coming club function that had already been planned in support of women’s charities.

“I’m a father and husband. I’m passionate about stopping the violence that claims the lives of more than 65 women a year in Australia,” McGuire continued.

“I want to play my part in changing the culture that has sustained violence against women ... that includes giving no comfort to men who belittle or mistrust women.

It’s not looking good.

“I’m really disappointed that I made remarks that are odds with my views on the place of women in modern Australia.”

The `Pies president was one of the celebrities who took part in the second ice bath slide last Monday at the Queen’s Birthday holiday match between his team and Melbourne.

McGuire also went on Triple M and suggested Wilson should be the only participant in next year’s charity ice slide at the Freeze MND charity match.

He said he would pay $50,000 if she stayed under water, before going on to describe Wilson as “like a black widow”.

Brayshaw said he would pledge money in response to McGuire’s comments, while Frawley said: ‘I’ll actually jump in and make sure she doesn’t (surface) - I’ll hold her under”.

Brayshaw and Frawley have apologised for their parts in the conversation.

It took six days for the radio exchange to come to wider media attention.

AFL chief executive Gillon McLachlan condemned the comments, but stopped short of sanctioning McGuire, despite having broad powers to do so.

McLachlan said that he had consulted with women inside and outside the AFL in reaching his position.

The AFL boss refuted a report that he had asked McGuire to stand down as Magpies president over the issue.

— with AAP