GAA pundit Joe Brolly has apologised amid criticism after referring to Sky's new Gaelic games anchor Rachel Wyse as a "Baywatch babe".
The former Derry footballer and RTE commentator sparked a sexism row yesterday after tweeting the remark about the Sky Sports presenter.
Sky confirmed Ms Wyse would front its GAA coverage earlier this week after the subscription-based broadcaster secured the rights for some matches.
Mr Brolly has been an out-spoken critic of the Sky deal, describing it as a "breach of principle".
Following Sky's announcement of the presenting line-up for its championship coverage, he wrote on Twitter: "Sky = TV3 plus Baywatch babe."
The barrister from Dungiven said Sky had a formula and culture of using only attractive female anchors designed to "titillate their largely male audience".
"Sky's entrenched beautiful anchor formula is shamelessly sexist, designed for their overwhelmingly male audience. That is the point," he said.
Twitter users quickly criticised Mr Brolly for the remarks and claimed the comments showed "casual sexism" that "belittled women".
Many referred to Ms Wyse's experience as a broadcaster and her sporting credentials as a former equestrian show-jumper.
Mr Brolly (44) later issued an apology through Twitter. He wrote: "Rachel, I apologise for the remark about a 'Baywatch babe'. It was not meant to be personal but it was crass & wrong of me.
"It was no reflection on your abilities as a presenter or at least I didn't mean it to be. I apologise. It will not be repeated."
Dearbhail McDonald, an influential TV commentator and journalist originally from Newry, last night said Mr Brolly's comments highlighted the perils of social media.
"I took issue with his tweet and did consider it sexist in light of Rachel Wyse's extraordinary achievements as a sportswoman, columnist and broadcaster," she said.
"It is so disheartening, and I say this as a broadcaster, to be judged on your appearance instead of your competence.
"Whatever issues Joe and many others may have with the GAA deal or Sky's format, it was wrong to castigate Rachel Wyse as a 'Baywatch Babe'.
"That being said, he apologised for and clarified his remarks and hopefully that will draw a line under the matter."
RTE yesterday refused to be drawn on whether it told Mr Brolly to apologise to the Sky Sports presenter. But a spokesman said: "The views expressed by Joe Brolly are not those of RTE and we have asked him to desist from making such comments."
Ms Wyse was announced on Monday as presenter of Sky's GAA coverage alongside rugby league ex-pro Brian Carney.
Tyrone GAA legend Peter Canavan is among its four pundits, who have all previously worked with TV3.
Ms Wyse (29) yesterday did not respond directly to Mr Brolly's remarks, but in response to a Twitter user the Dubliner said: "I'm well aware of his remarks over the past few weeks."
A Sky Sports spokeswoman said: "We were disappointed with his views and we note that he has subsequently apologised.
"Rachel is a highly-experienced journalist who will play a key part in our GAA coverage."
The row comes amid increased debate over sexism and the treatment of women in sport.
English Premier League chief executive Richard Scudamore was criticised over leaked sexist emails he sent that made derogatory and sexual references to women.
However, earlier this week the Premier League said Scudamore (54) would keep his job and the Football Association confirmed it would take no action against him.
In 2011 Sky Sports presenters Richard Keys and Andy Gray left the broadcaster after being caught on tape making sexist comments off-air.
Gray was sacked after the 58-year-old and Keys were heard on-air making derogatory remarks about female assistant referee. Keys (57) resigned soon after.