Eddie McGuire appears to drop the c-word live on air

Eddie McGuire has created a social media storm after appearing to call an AFL star the c-word live on air. 

The apparent slip-up came during a segment during the Big Week In Footy - which McGuire co-hosts. 

During a chat with Port Adelaide star Kane Cornes about post match rub-downs McGuire appears to make the remark: "you might need two rubs downs being an old c***".

Viewers quickly took to social media to take the host to task for his language. 

"Just heard both and Ed and Derm swear on live tv," Suzanne Olsen wrote on the Fox Footy Facebook page. "You might need the swear jar out for them next week."

"Who has a potty mouth??" Debbie Anderton wrote. 

The fuss even managed to intrude on Twitter's Logies discussion with viewers taking a break from the celebrations to share their surprise. 

"Meanwhile on @FOXFOOTY Ed just called @kanecornes an "old c---" or that is what it sounded like!" Twitter user Rita Panahi wrote.

"Meanwhile, over on @FOXFOOTY Eddie McGuire has called someone an “old c..t” #Logies" media writer Amanda Meade wrote.