Leicester Tigers boss Geoff Parling had an X-rated exchange with TNT Sport presenters ahead of their Prem Rugby clash with Gloucester.
Footage showed Leicester players warming up ahead of the match at Villa Park, where Gloucester had opted to stage a showpiece match.
Out on the touchline presenter Craig Doyle invited Liam MacDevitt to attempt a conversion at the posts, joking it was part of an initiation due to being a new part of their team.
Doyle said: ‘You’re going to kick this ball’, with former footballer-turned-presenter MacDevitt quipping ‘this is going to be a debut-defining moment’ as he prepared to take the kick.
As MacDevitt ran up and struck the ball towards the posts and close to the Leicester players, Parling and a member of his coaching staff could be seen approaching the TNT presenters.
Doyle first congratulated him on a ‘good effort’ and jokingly asked ‘would you sign him, Geoff?’ as the Leicester boss approached.
WARNING: STRONG LANGUAGE
Parling, however, was less than impressed with the Leicester coach telling the presenters ‘That’s not on, that’s f***ing not on. Get off the pitch.’
The Leicester coach was seen shoving Doyle, who then offered an apology.
‘Sorry, Geoff not happy about that,’ Doyle said.
‘Apologies for the language, Geoff understandably upset about that, let’s just step off the pitch here for a second.’
Viewers of the coverage on TNT, who pay around £40million to show Prem Rugby each season, were split over the incident.
Some argued that Parling had overreacted to the incident, while others were critical of the TNT presenters for interrupting Leicester Tigers’ warm-up ahead of the match.
For his part, Parling confirmed afterwards that he had received an apology from the Prem’s official TV broadcaster.
Leicester Tigers would ultimately earn a 36-17 victory over Gloucester in the early kick-off, lifting Parling’s side up to third in the table.
Leicester won the Slater Cup as a result, with the fixture between the teams played in honour of their former player Ed Slater, who is suffering from motor neurone disease.
The match at Villa Park has helped to raise money for the charity founded in his name, 4Ed.
Prior to the match, Lewis Moody – who is also suffering from MND – completed a charity bike ride with his 2003 World Cup-winning captain Martin Johnson.
