All Black Sevens coach Sir Gordon Titejens has pulled out of presenting tonight's Southland Sports Awards after a ‘sexually inappropriate' joke backfired on him at an earlier Otago Sports Award event.

The Tauranga-based Sevens guru made a joke referring to removing a woman's bra without permission at last week's awards.

All Black Sevens coach Sir Gordon Titejens found himself under fire for a joke he made.

All Black Sevens coach Sir Gordon Tietjens.

The comment is reported to have received a stunned silence from shocked guests.

Sir Titch apologised for the joke in a statement this week.

''It was not my intention to cause offence in any way. I sincerely apologise to anyone that was upset,'' says Sir Titch.

''It was a joke, in hindsight, which I should never have used and I am deeply sorry.''

Fairfax Media now reports that Sir Titch has since pulled out of tonight's Southland Sports Awards event, despite organisers being happy to have him as guest speaker. He will instead be replaced with former All Black Justin Marshall.

NZ Rugby Union general manager of rugby Neil Sorensen was very disappointed to hear of the joke and has since spoken to Sir Titch.

"We expect high standards from all of our people, including players and coaches,” says Neil.

"We do not condone any behaviour, which is sexist or offensive, in any way and we are pleased Sir Gordon has accepted he overstepped the mark and has apologised."

The veteran rugby coach must now turn his attention to selecting a side to defend its Commonwealth Games gold medal in Glasgow with next week's camp in Mount Maunganui.

Sir Titch has coached the national sevens side since 1994, winning a string of world titles and Commonwealth Games gold medals.