Troubled Carlton superstar Brendan Fevola has been fined $10,000 and told to "wake up to himself" after his booze-fuelled antics at the AFL's Brownlow Medal count.

The fine capped off a horrible day for the wayward forward, who claims he has no recollection of the events which also led him to being axed from Thursday night's Footy Show on Channel Nine.

This latest punishment comes just 18 months after the repeat offender was also fined $10,000 by the Blues for urinating in public after a big night out on the eve of the 2008 season.

Blues chief executive Greg Swann said at the time Fevola would be sacked if he was involved in another alcohol-related incident - but the reigning Coleman medallist has escaped the ultimate punishment.

"While Brendan is officially on holidays, he was representing the Carlton Football Club and the AFL at Monday night's function and much of his behaviour, particularly at the post-Brownlow function, was totally unacceptable," Mr Swann said on Wednesday.

"It is very disappointing for Brendan, for Carlton and indeed for the AFL that such an important night for our game has been tarnished by his actions."

Fevola, 28, was hosting the pre-taped Street Talk segment for the Footy Show during the Brownlow after-party at Crown Casino when his drunken antics became so bad he had to be replaced by former Richmond player Nathan Brown.

AFL chief executive Andrew Demetriou said Fevola had to listen to his own admissions that he does not handle alcohol well.

"He, by his own admission, has said he doesn't handle alcohol well, so he needs to start actually listening to himself and I suspect that the Carlton Football Club would be disappointed with what they saw," Mr Demetriou told reporters on Wednesday.

"I know the Channel Nine Footy Show is, and he's really got to wake up to himself on that front because he just doesn't handle alcohol well."

While taping the segment, Fevola reportedly simulated sex for the cameras, swore while interviewing players and guests, lurched between players and their partners and even knocked a full bottle of beer out of the hand of Western Bulldog Adam Cooney.

A Nine spokeswoman confirmed the Blues' full-forward was again in trouble.

"He is not on the show tomorrow night," she said.

"Beyond that, they will review it (his contract) in due course."

The spokeswoman wouldn't confirm or deny reports Fevola had also been in a scuffle with a Footy Show producer, but admitted his "behaviour was unacceptable".

Fevola said on Wednesday he couldn't recall anything after the latter stages of the Brownlow count.

"I had absolutely no idea, I think you get like that when you have way too many," he told Triple M radio.

"From towards the end I cannot remember anything, pretty much."

Fevola said Mr Swann had told him to stop drinking.

"I talked to him yesterday and he said `you shouldn't drink' and I said `yeah, I know I shouldn't'," he said.

Fevola attended Brownlow night with his heavily pregnant wife, Alex.

His poor disciplinary record dates back to 2001, when he was involved in three alcohol-fuelled incidents, and hit a nadir in 2006, when he was sent home from Ireland after brawling with a barman during the International Rules tour.

Former Richmond coach Danny Frawley said Fevola was a "slow learner", while Victoria Police deputy commissioner Kieran Walshe said sports stars were role models and needed to act appropriately.

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