Sky Sports have issued a grovelling apology after golf commentator Helen Alfredsson made a 'joke' about the Glasgow helicopter crash which appalled TV viewers.
As a noisy helicopter passed overhead, she told viewers she "hoped they are better pilots than they are in Scotland".
The Swedish star apologised for her "inappropriate and distasteful" remark made while commentating on the Dubai Ladies Masters in reference to the crash which occurred in Glasgow last Friday, killing nine people.
Her distasteful comment - which was made as a helicopter flew overhead and referenced the pilot involved in the Glasgow tragedy - was swiftly picked up online by disgusted viewers who immediately complained.
One upset viewer said: "Helen Alfredsson has said she hopes the Helicopter Pilot at their Golf tournament is better than the one in Glasgow. Creep."
Another said: "SACK HELEN ALFREDSSON... disgusting insensitive comments", while another posted the comment: "Hope Helen Alfredsson has been fired - disgraceful comments about Glaswegian helicopter pilots in her commentary."
Sky Sports were forced to make a swift apology, distancing themselves from the "shocking" remark about the disaster.
"We were shocked at the unacceptable comments made by one of the analysts," Sky's statement read.
"As soon as coverage switched back to our studio in London, our presenter David Livingstone apologised and we reiterate our apology for the offence caused by these comments."
The chief executive of the Ladies European Tour, Ivan Khodabakhsh, said: "Helen Alfredsson’s comment on air was clearly careless but people who know Helen will realise that she would never have intended to hurt someone and I do not believe this was the case."
Alfredsson released a statement herself to express her regret and horror at the incident.
"Regretfully I made an inappropriate and distasteful comment on air today and apologise unreservedly for any offence that was caused by this mistake," it read.
"I did not intend to hurt anybody and I am devastated if I have hurt anyone. I feel very embarrassed because this was not intended in any shape or form."
The 48-year-old won 11 tournaments on golf’s Ladies European Tour before retiring in September.