Lord Sugar apologises after his Senegal football team tweet 'backfired'

Lord Sugar has said he is "very sorry" for his tweet about the Senegal football team, in which he compared the World Cup squad to beach vendors in Marbella.

The Apprentice boss had initially tweeted a picture of the sports team, which had been edited to include a picture of handbags and sunglasses laid out on sheets.

Lord Sugar
Lord Sugar's tweet, which has now been deleted (Lord Sugar/Twitter)

Lord Sugar wrote: "I recognise some of these guys from the beach in Marbella. Multi tasking resourceful chaps."

After being criticised for the post, he defended it, writing that he thought it was "funny" and that people had misinterpreted it.

The business mogul had tweeted: "Just been reading the reaction to my funny tweet about the guy on the beach in Marbella. Seems it has been interpreted in the wrong way as offensive by a few people . Frankly I cant see that I think it's funny. But I will pull it down if you insist."

I misjudged me earlier tweet. It was in no way intended to cause offence, and clearly my attempt at humour has backfired. I have deleted the tweet and am very sorry.

-- Lord Sugar (@Lord_Sugar) June 20, 2018

Lord Sugar had also tweeted responses to people who had criticised it, writing to one: "I cant see what I have to apologise for... you are OTT... its a bloody joke."

However, a short while later, he deleted all of his messages in which he defended the post and apologised.

He tweeted: "I misjudged me earlier tweet. It was in no way intended to cause offence, and clearly my attempt at humour has backfired.

"I have deleted the tweet and am very sorry."

His post came as the BBC, the channel which airs Lord Sugar's reality series The Apprentice, published a landmark report on career progression for its employees of black, Asian and minority ethnic backgrounds, in a drive for "substantial culture change".

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