Adam Goodes has refused to accept Eddie McGuire's apology for his inappropriate comment about using the Swans star to promote the musical King Kong.

McGuire contacted Goodes in an attempt to explain away the comment, but it is understood Goodes remains deeply hurt, despite McGuire saying in a statement that Goodes had accepted the apology.

"I have contacted the Sydney Swans to explain the situation to Adam Goodes personally. Adam was gracious enough to take my call and expressed his disappointment," said McGuire.

"Adam accepted my apology and acknowledged my strong commitment and record in tackling racial vilification not just on the football field but in the wider community."

However, it is believed that Goodes sees the situation differently.

A visibly emotional Sydney coach John Longmire said he was "staggered" by McGuire's King Kong reference to Swans champion Goodes on Wednesday on Melbourne radio.

And even Collingwood premiership star Harry O'Brien has heavily criticised his president as reaction grows to the 37 seconds on air that McGuire is living to regret.

McGuire apologised for suggesting Goodes be used to promote the musical King Kong, just days after the Collingwood president apologised for a racist taunt directed at the Sydney star by a Magpies fan.

Longmire was sitting in a Swans match committee meeting on Wednesday morning when he received a text message from Goodes passing on McGuire's comment.

"He (Goodes) is still trying to come to terms with how it could happen," Longmire said. "We are all still trying to come to terms with it.

"Eddie was very close to the situation that occurred last Friday night and he saw first hand how upset Adam was. I just can't believe he said it."

http://www.theguardian.com.au/story/1535687/mcguire-apology-fails-to-appease-goodes/?cs=12