Western Bulldogs coach Luke Beveridge has made a public apology for his actions in the post-match conference following his side's season-opening loss to Melbourne on Wednesday night.
Beveridge teed off on Fox Footy journalist Tom Morris in a bizarre rant, labelling him an "embarrassment" and a "gutter journalist" after Morris reported on Beveridge's decision to drop Lachie Hunter ahead of the team announcement.
In a statement on Thursday, Beveridge admitted he went too far and apologised to Morris over the incident.
"I have reflected on my comments and actions from the post-game press conference after last night’s game and acknowledge that my exchange with journalist Tom Morris overstepped the mark," he said in a statement via the club website.
"I want to apologise for my behaviour. I want to apologise to Tom Morris and all those present last night and to our members, supporters, partners and the wider football community.
"We have strong values at the Bulldogs that we all sign up to. They are values that I believe in and support and live.
"My actions last night were not consistent with those values or the way we go about business as a football club, or I go about life as an individual.
"I recognise that what I did was not okay. It was not representative of our club culture which is so special and means so much to me.
"While I was highly emotional in the moments after a difficult loss, it is no excuse to let those emotions spill over and get the better of me."
Beveridge went on, saying he aims to be protective of his players and club, but didn't handle the matter appropriately on this occassion.
Club president Kylie Watson-Wheeler also made a public statement, condemning Beveridge's actions and apologising to Morris on behalf of the club.
"The Western Bulldogs Football Club cannot and does not condone senior coach Luke Beveridge’s handling of his post-game press conference exchange with Tom Morris last night." Watson-Wheeler said.
"The club sincerely apologises to Tom for the incident. It is important to us that Tom is ok.
"Our CEO Ameet Bains and I have had extensive and frank discussions with Luke today.
"From the very beginning of those discussions this morning, Luke made clear that he understood his behaviour was inappropriate and he is deeply remorseful."
Following the exchange on Wednesday night, two audio recordings of Morris were circulated on social media.
The journalist can be heard making derogatory remarks about a female colleague as well as disparaging women, Asians, black people and homosexuals.
In response, the Herald Sun reports Morris has been stood down from his duties at Fox Footy.
