On Sunday night I accidentally said a swear word on Fox Footy. I’m not going to repeat the word here but it was one that Mick and I used a lot when we first talked about the coaching transition.

Now, I know I need to apologise but on the Eddie McGuire gaffe scale, this is actually about a four.

Out of 100.

In my defense, it was factually correct and in context. It was also an accident.

Thankfully, Kane Cornes reacted well with a lot of humour. That’s not always the way someone reacts when I call them that.

So I do apologise but I must admit, my heart’s not really in it.

Who really cares? This is 2014. That word is so common you hear it almost every day. Especially if you work in football and the media.

I remember Andrew Demetriou calling James Hird it frequently. Often to his face. Except when Tania (who is a lawyer) was there. Then she was usually the one saying it to Andrew.

Last night, I slept pretty easy after this. Mainly because I was at the Logies but also due to the fact that this is nothing compared to my previous gaffes.

The media can’t attack me on this one. I've heard every single one of them say it at some point.

So there’s your apology. Get over it, you old campaigner.

Eddie