How politicians and sponsors react to a ‘protected species’ like Eddie McGuire

When a politician’s asked about the big news story of the day, there’s a lot that can be said about their reaction.

That’s especially true when the big news concerns a powerful man, or a “protected species” like Collingwood president Eddie McGuire, whose participation in a conversation about drowning a female journalist hit the news bulletins on Monday.

Journalist Jessica Rowe labeled McGuire a “protected species” on Studio 10, referring to inappropriate comments he’s made about her (which he denies) as well as former Australian of the Year Adam Goodes. “I’m really sick of these posturing blokes thinking they can get away with stuff because they think it’s funny,” she said. “There are a lot of women who are sick and tired of feeling belittled and undermined.” (Watch Rowe’s comments below)

Major Collingwood sponsor Holden, meanwhile, said it was “hugely unhappy” with McGuire’s comments and has requested an urgent meeting.

So what did campaigning politicians have to say? 

As some fronted up to various television and radio segments – no doubt expecting to be discussing other issues – we watched their reactions with interested.

Some quickly described the comments as “unacceptable” and moved to distance themselves from the offenders, as Opposition leader Bill Shorten did, canceling a scheduled appearance on McGuire’s Triple M Hot Breakfast show. His deputy Tanya Plibersek used the comments to call out the fact one in three women will experience domestic violence in their lifetimes, while Senator Penny Wong called on the AFL to do more during an appearance on Sky News, noting the importance of language and urging us to quit saying, “it’s just a joke.”

But others didn’t get what all the fuss was about.

Finance Minister Mathias Cormann told ABC News Breakfast the comments were “unfortunate” but that he doesn’t “commentate on the commentators”.

Foreign Affairs Minister Julie Bishop at least got off the fence, suggesting the media storm indicated an obsession with politically correct language. “If we’re going to take offence at every silly, offhand remark or attempt at humour, then we’re not focusing on the really important issues of the day.”

The thing is as “silly” as the comments were, they also were the important issue of the day. They highlighted what’s wrong with that fundamental pillar of our culture that is sport. Despite the best efforts of a major footy code – which had only last week unveiled the eight teams that will play in its inaugural women’s comp in 2017 – certain behaviours run deep, and certain ‘protected species’ have continued to get away with it over and over again.

McGuire made three apologies yesterday, the final version appearing as a video on Collingwood’s website (see the video below) — which the journalist targeted by his attacks, Caroline Wilson, finally accepted. “He’s had a few cracks at it and he’s finally got there tonight,” she told Channel Nine’s Footy Classified. “It has taken him time but to his credit what he said tonight was absolutely acceptable and I really appreciate that he has done it.”

Money may be what ultimately talks on this issue. Will McGuire’s final attempt at an apology be enough for Collingwood’s major sponsor Holden?