Sydney lost the AFL’s COLA war long ago, but chief executive Andrew Ireland on Saturday fired a series of shots in response to “offensive” allegations.

The league will soon announce reformed equalisation measures, with the Swans and Giants’ cost-of-living allowance (COLA) set to be replaced by rent subsidies.

Western Bulldogs president Peter Gordon this week became the latest official to bemoan the COLA and link it to the Swans’ recruitment of superstars Lance Franklin and Kurt Tippett.

Gordon said the club had “tested the rules” and “exploited” the allowance, which he said was “completely unfair”.

A passionate Ireland hit back with a broadside at Gordon and other critics.

“Peter’s comments are very offensive. The fact is he’s effectively saying were cheating,” Ireland told 3AW.

“The reality is when we did the Buddy deal, the AFL came and sent an investigating team to look at it and passed it fully.

“There’s a clause in every contract that (salary cap watchdog) Ken Wood wrote, which dictates that every contract has got 9.8 per cent allowance for every player.

“It’s in their contract as required. There’s no pool to be able to recruit players.”

Ireland noted the club had asked the league to publicly explain this point, but that the Swans are “still waiting”.

He said the AFL would adopt one of the Swans’ COLA suggestions, that the league pay the new rent allowance directly to players so “there can never be any accusation we’re hoarding”.

Ireland added that Gordon should “worry more about running his own club”.

Gordon was given the right of reply on the same radio program.

“Clearly it gives them an advantage, but look I regret that both Sydney and their management feel offended by this,” he said.

“I didn’t wake up and intend to say something offensive.”

Unprompted, Ireland earlier also turned his attention to outgoing Carlton chief executive Greg Swann.

Speaking after the Swans’ unbelievable 110-point win over Geelong on Thursday night, Swann had said the best way for rivals to compete with the odds-on premiership favourites would be to “give us all an (extra) million bucks and we might be a chance”.

“Last time I looked Carlton haven’t won too many premierships without breaching the salary cap,” Ireland said.

“They’ve been good tankers and the last time I looked (Chris) Judd’s VISY deal seemed to be hanging around somewhere.”