The NBA announced on Friday it would work with gay media watchdog group GLAAD after Los Angeles Lakers shooting guard Kobe Bryant slurred referee Bennie Adams.

The Gay & Lesbian Alliance Against Defamation (GLAAD) was one of the first groups to call on Bryant to apologize.

Bryant apologized on Wednesday and again on Friday for a nationally televised outburst during Tuesday's game against the San Antonio Spurs.

The six-foot-six Bryant stormed to the bench after he received a technical foul from referee Bennie Adams. Once seated, an angry Bryant threw a towel and yelled “Bennie … fucking faggot.” The incident was broadcast on TNT.

NBA Commissioner David Stern fined the five-time NBA champion $100,00 for the insult.

“What happened in Tuesday night's game is not representative of what the Lakers stand for,” Lakers spokesman John Black said in a statement. “We want to reaffirm our commitment to all our fans and our appreciation for the support we received from all segments of society.”

“We also understand the importance of positive messages in helping us convey this. We appreciate the input we've received from GLAAD the past two days and will look forward to working with them on ways to help educate ourselves and our fans, and to help keep language like this out of the game.”

GLAAD President Jarrett Barrios called the partnership an “opportunity to build support for our community and educate fans of Kobe Bryant, the Los Angeles Lakers, and the NBA about the use of such words.”

On Friday, Bryant again apologized for his outburst but added that he would appeal the fine.

“It was just stupid and ignorant,” Bryant said during an appearance on The Dan Patrick Show. “In this situation, seeing how many people were affected, it helps you understand the weight that comes from that word. That's why it's very important for me to communicate how sorry I am to use the word.”