Eddie McGuire, Collingwood President, faces the Racial and Religious Vilification Policy process

Collingwood president Eddie McGuire has been referred by the chief executive of the AFL for internal disciplinary action after saying that Sydney Swans player Adam Goodes – an Indigenous Australian – would be a good person to promote the musical King Kong.

McGuire, who has apologised unreservedly to the AFL star, will face the Racial and Religious Vilification Policy process, usually undertaken by on field players, which will see him undergo a mediation and educational process.

The television presenter and businessman, who appeared on the Triple M breakfast show in Melbourne on Wednesday, said: “Get Adam Goodes down for it, do you reckon?” before adding: “You can see them doing that can’t you? Goodsey. You know with the ape thing, the whole thing, I’m just saying pumping him up and mucking around, all that sort of stuff.”

At a press conference called in direct response to mounting anger at his comments, McGuire said: “I apologise to Adam Goodes, to the Indigenous people of Australia and every Indigenous sportsperson.” He said he had spoken to Goodes earlier in the day and offered his apologies, which had been accepted by the player. “I couldn’t have offered any more sympathy,” he said.

note to non-australians: this guy sucked even before this