Embattled TV personality Eddie McGuire has once again apologised over his insulting comments following a coin toss from a double amputee. The Hot Breakfast co-host took to Triple M radio this morning to air his apologies to Cynthia Banham following his comments during an AFL match at the Sydney Cricket Ground last Friday night. 'I'm so sorry, I'm profoundly sorry, I've apologised unreservedly and at the appropriate time, I hope to get the chance to do so personally,' he said. 'I don't go out to try and be a smart alec, I don't try and have a crack at things.' Embattled personality Eddie McGuire has once again apologised over his insulting comments following a coin toss from a double amputee The Hot Breakfast co-host took to the Triple M radio station this morning to air his apologies to Cynthia Banham (pictured) following his comments at an AFL match at the Sydney Cricket Ground last Friday Ms Banham had both legs amputated after a horror plane crash in 2007 that killed 21 others. As ambassador to the Sydney Swans, the former journalist was chosen for the coin toss in the lead-up to the team's clash with the Adelaide Crows on the weekend. Holding a walking stick in one hand and a coin in the other she threw the change into the air. Though McGuire was quick to criticise the throw, and suggested a $5,000 fine should be applied to anyone who can't 'do it properly'. McGuire - who is presenter at Fox Footy and president of Collingwood Football Club - said he was not looking at the monitor and had no idea who was doing the coin toss at the time. 'Out of the corner of my eye I saw the coin flick out and I went off on a tangent of jocularity,' McGuire said on Monday. 'It was completely just an unfortunate sequence of events, but I own them. There was no problem with producers or anyone in the studio or co-hosts, this was solely me. 'There have been some instances that I've been involved in which have been unintentional, but they're there, and I own them and I have to face up to them. Again, I don't want anybody to feel sorry for me. It was my own making.' McGuire first apologised for his gaffe halfway through the match on Friday stood down from TV commitments over the weekend as a gesture of goodwill. As ambassador to the Sydney Swans, Ms Banham was chosen for the coin toss in the lead-up to the team's clash with the Adelaide Crows on the weekend McGuire - who is presenter at Fox Footy and president of Collingwood Football Club - said he was not looking at the monitor and had no idea who was doing the coin toss at the time 'I would have never made light of a person with a disability, I just would never have done it,' McGuire said on Monday. Despite his apologies - and one from Fox Sports chief executive Peter Campbell on Saturday - outrage has followed hot on his heels. Former AFL player Brandon Jack slammed McGuire after his first apology on Friday and accused him of shifting blame onto spectators who were offended - McGuire did say at the time: 'I'm sorry if what I said was communicated the wrong way.' Eddie McGuire's gaffes 2010 - He made allusions about the sexuality of male figure skaters during the Winter Olympics 2013 - McGuire made comments suggesting footballer Adam Goodes should be used to promote a King Kong musical 2015 - He called sports minister John Eren a 'soccer-loving, Turkish-born Mussie' 2016 - He joked about drowning journalist Caroline Wilson at the Big Freeze (an event to raise money for motor neurone disease) Elsewhere, journalists have panned the TV personality and demanded he get in touch with the times. 'The fact that McGuire — an icon of the game — fails to read the room, let alone his pre-game notes these days suggests he needs some time away from our screens to go and connect with society in 2019,' journalist Jenna Clarke wrote for The West Australian. 'With each passing hour — or in his case — each tone-deaf, insensitive controversy his legacy is becoming more and more tarnished,' This isn't the first time McGuire has sparked controversy, with a history of blunders behind him. Following racial abuse that was hurled at Adam Goodes in 2013, McGuire suggested the former Swans star promote the 'King Kong' musical. Most recently, McGuire joked about drowning Melbourne journalist Caroline Wilson in 2016. The TV personality apologised on both counts. Sports journalist Jake Niall said the latest public embarrassment would damage McGuire's reputation. 'It is not likely there will be any formal punishment, but even if there was, it would be largely irrelevant compared with the dents to his image and sense of self,' he penned in The Age. Former AFL player Brandon Jack slammed McGuire after his first apology on Friday and accused him of shifting blame onto spectators who were offended - McGuire did say at the time: 'I'm sorry if what I said was communicated the wrong way' All rights reserved for this news site dailymail and under his responsibility