THE Collingwood board has reportedly offered club president Eddie McGuire its full backing despite the toxic fallout from his Adam Goodes comments.

News Ltd reports McGuire broke down in tears on his radio show this morning as his emotions got the better of him after a turbulent 24 hours.

McGuire has been cited for breaching the AFL racial vilification policy over his "King Kong" reference to the Sydney champion on his Triple M show yesterday.

He offered last night to step aside from his role as Collingwood president if asked, but his position at the club now appears secure and this morning the broadcaster said he would continue to honour all media commitments.

 McGuire became emotional as he compared his feelings now to what Goodes and other vilified players must feel on a more regular basis.

"It's hard to be portrayed as the opposite of what you are," McGuire said.

The AFL has decided that Eddie McGuire's comments yesterday breach the league's player rules on racial vilification which also apply to club officials, the ABC reported.

He will have to go through a league process which includes conciliation and an education program.

McGuire apologises to Adam Goodes for King Kong gaffe 

COLLINGWOOD president Eddie McGuire has been forced to apologise for an on-air gaffe in which he suggested star Aboriginal footballer Adam Goodes could be used to promote the King Kong musical.

Mr McGuire called a press conference at which he repeatedly apologised for his "slip of the tongue" remarks.

He said Mr Goodes was "really upset" when the pair spoke by phone later in the day, but confirmed the Swans games record-holder had accepted his apology.

"It has cut me to the core," Mr McGuire said of the unintended hurt caused by his comments.

A visibly shaken Mr McGuire denied he had racially vilified Mr Goodes with his on-air comments, adding it was the "exact opposite of what I was thinking".

He said he had not stopped thinking about the Friday night incident, claiming it had contributed to his on-air gaffe.

"It just slipped out. I wasn't even thinking," he said.

Mr McGuire pleaded with people to judge him on his record and not an isolated incident.

The gaffe came less than a week after a 13-year-old female Collingwood supporter racially vilified Mr Goodes, calling him an "ape" during the Swans' win over the Magpies on Friday night.

Mr McGuire won immediate praise when he rushed to the Sydney Swans dressing rooms after the match to check on Mr Goodes and apologise on behalf of the club and "all football fans".

But the broadcaster appeared to undo all of his good work in the space of a couple of minutes while working on his Triple M breakfast program.

Co-host Luke Darcy was praising the promoters of the King Kong musical when the following exchange took place:

Darcy: What a great promo that is for King Kong. McGuire: Get Adam Goodes down for it do you reckon?

Darcy: No I wouldn't have thought so, absolutely not.

McGuire: You can see them doing that can't you?

Darcy: Who?

McGuire: Goodsey.

Darcy: What's that?

McGuire: You know with the ape thing, the whole thing, I'm just saying the pumping him up and mucking around and all that sort of stuff.

Later in the program Mr McGuire made a clumsy attempt at clarifying his comments.

"Just to clear up, when we were talking about King Kong there and I was mumbling my way through about Goodesy, I was trying to say imagine the old days of trying to get people in for publicity and I've mumbled my way through that so anyone who thought that I was having a go or being a smart alec I take that back," he said, to which Mr Darcy replied, "Yeah. Not sure where you were going there."

"Nah, neither did I halfway there I was that exhausted this morning, so apologies to that," Mr McGuire continued.

"But I was thinking you know in the old days in these situations the publicity and that type of thing. I was off on a tangent somewhere.

"Just in case people are thinking 'What the hell's he on about', I have no idea either."

At 11am Mr Goodes posted a link to the comments on Twitter and wrote: "Morning Australia this is what I have woken up to."

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