An ex-AFL star at the centre of a sexist comment furore is the latest public figure linked with the White Ribbon campaign to fall into disgrace.

Billy Brownless, under fire for his "here come the strippers" remark about a mother and daughter during a junior footy function, is listed on the White Ribbon website as one of the program's "ambassadors".

White Ribbon is a national campaign to end men's violence against women, with more than 2300 ambassadors countrywide, including prominent sportsmen, politicians and performers.

Ambassadors are "men who recognise the importance of men taking responsibility and playing a leadership role in preventing men's violence against women".

But Mr Brownless is under pressure over the incident on Friday at a private Hawthorn Citizens Junior Football Club event at Glenferrie Hotel.

A Hawthorn mother and 18-year-old daughter were walking past the event when the former Geelong Cats star, who was MC, announced "here come the strippers".

The mother said she was shocked by a comment that reinforced attitudes underpinning violence against women.

Mr Brownless later said he didn't intend to cause offence, but the remarks prompted a widespread social media backlash.

White Ribbon Australia chief operating officer Jessica Luter said sexist language and degrading jokes such as those made by Mr Brownless were inconsistent with the campaign's work towards gender equality.

"We aim to help create a safe environment for women and his comments are not in keeping with our strategy, they are not consistent with our message."

Ms Luter said although Mr Brownless had been an Ambassador since before 2010, he had yet to take part in the organisation's current "recommitment" process.

Invitations to recommit were recently sent to all ambassadors who had joined the campaign prior to 2014.

"At the time of the comment he had not expressed an intention to recommit," Ms Luter said.

"We will be engaging with Billy on this issue to discuss what was said. He will have the chance to recommit if he wants to."

The process would involve an interview and e-learning covering gender equality, attitudes and behaviours that lead to violence, and the power of language.

Mr Brownless was contacted for comment on whether he intends to continue his role with White Ribbon.

The incident comes within days of White Ribbon parting ways with another ambassador, Northern Territory Attorney-General John Elferink, over a threatening outburst in Parliament in which he said he was tempted to "figuratively" slap female MLA Natasha Fyles​.