Eddie McGuire has called a new documentary about the treatment of former AFL star Adam Goodes "heartbreaking".
The Final Quarter looks into the racism endured by Goodes and features McGuire's 2013 on-air gaffe suggesting the Sydney Swans player be used to promote the musical King Kong.
"It's very confronting and it's heartbreaking to be involved in it in a negative way," he told Triple M's Hot Breakfast on Friday.
"I encourage people to watch this documentary. What you have to do in these situations is you have to front up to things. It's an eye-opener. And if that's the bottom line, it's been a worthwhile exercise."
Adam Goodes at the end of a game. Source: AAP
Ian Darling's film, which revisits the final three seasons of Goodes' 372-game career, screened on Network 10 on Thursday evening.
In 2013, Goodes called out a 13-year-old Collingwood supporter for a racial slur and was subsequently the victim of widespread booing at games, driving him to retirement in 2015.
His championing of issues outside football, such as Indigenous constitutional recognition, and celebration of Indigenous culture in the form of a war cry at the SCG is documented in the film.
Also shown is the fiercely negative response from some pundits, the boos and explanations proffered by those insisting it had nothing to do with race.
Many viewers took to social media to discuss the film.
But Sam Newman, who features in the film defending those who booed Goodes, hit back on Twitter.
Last month, the AFL apologised unreservedly for its failure to call out the racism.
A statement attributed to the AFL and all 18 clubs - on behalf of members, administrators, staff and players - apologised for "our failures".
"Adam, who represents so much that is good and unique about our game, was subject to treatment that drove him from football. The game did not do enough to stand with him, and call it out," it said.
"Through Adam's story, we see the personal and institutional experience of racism. We see that Australia's history of dispossession and disempowerment of First Nation's people has left its mark.
"Racism, on and off the field, continues to have a traumatic and damaging impact on Aboriginal and Torres Strait Islander players and communities."
Additional reporting: AAP
