Michael Cole, the announcer for World Wrestling Entertainment (WWE), apologized Saturday for tweeting a gay slur.

Cole appears on all major WWE programming, including Raw, NXT, Smackdown and pay-per-view broadcasts.

The play-by-play announcer tweeted “faggot” to fellow announcer Josh Mathews, according to the Baltimore Sun's blog Ring Posts.

Cole subsequently deleted the message and apologized: “I apologize to any and all who were offended by my tweet toward young Josh Mathews. It was obviously not meant the way it was taken.”

And a few minutes later he messaged to his more than 23,000 followers: “I was ordered to apologize I said I am sorry because I am. Now can I get back to being a character again please?”

The incident comes after a series a “homophobic taunts” by John Cena caught the attention of media watchdog the Gay & Lesbian Alliance Against Defamation (GLAAD).

In February, the wrestler taunted Dwayne “The Rock” Johnson with a rap song making fun of Johnson's movie roles. A week later, Cena suggested that fellow wrestler “The Miz” was secretly in love with his male wrestling partner.

Saying it “strongly valued” its LGBT fans, the WWE apologized for the incidents and announced it would partner with GLAAD in an anti-bullying campaign.