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Travis Ford the Oklahoma State cowboys coach was caught on Saturday by the pitch side microphone hurling insults on guard Obi Muonelo during their game with Kansas. The game which Oklahoma States Cowboys lost to Kansas 78- 67. This prompted Ford to publicly apologize on the radio of his behavior.

Ford’s profanity was audibly heard on the ABC national radio newscast after, when Muonelo was taking a jog up court. Ford’s profane insults were able to get Muonelo’s attention has Ford’s yelling intensified and projected towards him.

This happened when Muonelo had to turn round and trap Kansas’ player Sherron Collins in the back yard for about 10 seconds while there was about 45.4 seconds left.

From his apology to Muonelo, Ford said that he regretted greatly that he had to say all those profanities. This was all broadcasted on WWLS- FM radio on Monday.

According to Rob Carolla the Big 12 spokesman, the all incident should be viewed to be an institutional affair and therefore the Big 12 would not get involved. The director of Athletic of Oklahoma State cowboys Mike Holder was also not aware of any insults or profanity as he watched the game via the television. It only came later and he had to inquire from Coach Ford.

According to director Holder, it is more essential to be calm and analyze the all scenario. This was when he had a telephone interview with the associated press. He further postulated that leadership calls for a lot of patience before making a ruling on any incident. However he believed that Coach Ford was extremely remorseful about the entire incident and he will check on his utterances and anger.

In his apology at the WWLS- FM radio, Ford said he is trying to improve and check on his language. And his wife is trying to help him through. Holder also promised that the incident will never happen again.

Despite the fact that the Cowboys had a game scheduled on Tuesday against Texas, The team’s spokesman Mike Noteware said that Ford will not issue any further statement beyond the comments he made on Monday via the radio.

The issue according to him and Holder was demoralizing especially when it was publicly broadcasted on the National Television. The incident if not controlled can ruin the image of the institution this was said by Holder.

Ford is not the first coach to have been captured by courtside microphones using profanity while on the sidelines or even far worse to be caught on camera. The other coach who was captured hurling profanity is Kansas football coach Mark Mangino. He was taped hurling insults towards Raymond Pendleton during a 2007 game. This was even widely circulated as a video on You Tube.

But according to Director Holder what matters is not which coach has been on the limelight yelling insults to his players but what concerns him is the image of Oklahoma State University both players and our coaches. He was heard saying that he is more concerned with what they do and how they do it as Oklahoma State University.

According to him what others do is of no consequence. But to ensure that high codes and standard of behaviors are adhered to At Oklahoma State University.