Like many tough footballers forged in a bygone era, Andy Gray struggled to leave behind a time when his combative striking skills made him Britain's most expensive player.
That macho style, forged on the pitch and adapted as the country's most prominent football broadcaster, has now backfired on him with his sacking from Sky Sports News following sexist criticism of a young woman assistant referee.
The row has led to countless headlines in Britain after Gray and fellow presenter Richard Keys were recorded making disparaging remarks while off the air. Gray was fired on Tuesday and Keys then resigned on Wednesday.
For Gray, this week's developments showed that the crude behavior deemed acceptable back when he could still rile opponents with his elbows, fists and boots, has no place in modern football.
At least not in television studios.
When his career on the pitch ended 20 years ago, the former Everton and Aston Villa player took his thick Glaswegian brogue and uncompromising approach to Rupert Murdoch's fledgling Sky Sports network in England
''One of my recurring nightmares used to be that at some game I'd get so carried away I'd forget where I was and let fly,'' Gray once reflected on the transition to no-nonsense Premier League commentator. ''I used to worry about it all the time. Like most men, my language can be choice at times.''
And the world got to hear that at the weekend when the 55-year-old Gray's nightmare became a reality that could end his career.
In the minutes before Liverpool's Premier League match at Wolverhampton, Gray and Keys, whose double-act has been the backbone of Sky's coverage since 1992, were casually making disparaging remarks about female referees and a leading woman executive.
But the conversation between Keys in the stadium studio and Gray on the gantry was being transmitted around Sky's production units. Within hours, an audio recording made its way to the offices of The Mail on Sunday newspaper, which published the account.
Spotting that Sian Massey, a 25-year-old woman was working as a referee's assistant, Keys was heard saying: ''Somebody better get down there and explain offside to her.''
Gray responded: ''Can you believe that? A female linesman. Women don't know the offside rule.''
Massey is one of 853 female referees working in England.
Keys later turned his ire on West Ham's female vice chairman: ''The game's gone mad. Did you hear charming Karren Brady this morning complaining about sexism? Do me a favor, love.''
Keys apologized for his comments in a statement released by Sky announcing his resignation Wednesday.
''I am deeply sorry for my remarks and the offense they have caused, it was wrong and should not have happened,'' Keys said.
By then, however, the comments had long since caused a public outcry. England captain Rio Ferdinand branded them as ''prehistoric views,'' while Kelly Smith, a striker for the national women's team, said ''there are still too many involved in the game who haven't changed and are still stuck in the dinosaur age.''
Initially Gray was only removed from duty for Monday's night live match, but more comprising footage emerged that evening when an off-air studio clip was posted on YouTube showing Gray pointing to his crotch and making a suggestive comment toward Sky Sports colleague Charlotte Jackson.
While Sky deemed it to be ''unacceptable and offensive behavior,'' Gray has hired a leading London law firm to fight his dismissal.
His only public comment has come via the law firm, stressing in a statement Wednesday that the ''comments were made off-air to work colleagues, and were of course never intended to be broadcast.''
Keys defended Gray Wednesday during an hour-long appearance on TalkSport radio.
Responding to Ferdinand's criticism, Keys said during the live show: ''Rio, are you telling me it doesn't happen in the Manchester United dressing room? Because my information is that it does.''
Unnamed Sky employees have been quoted in newspapers as claiming there is a culture of bullying at the network, making it an uncomfortable atmosphere for women.
Keys insisted that there ''is not inherent sexism in Sky.''
''What I think there is, is a sports room probably ... a little boisterous like any dressing room up and down the country,'' Keys said during the radio program. ''It reflects what goes on in pubs and clubs.''
Sky's injection of cash into English football since 1992 has helped clubs develop all-seater stadiums that are more family-friendly environments.
Yet, one of Sky's flagship weekend shows, Soccer AM, still features a scantily clad model each weekend parading across the studio, dubbed a ''Soccerette.''
