Alan Sugar should be fired by BBC for 'racist' World Cup tweet, Senegal presidential adviser says

The Apprentice star apologises after initially insisting social media post was 'a bloody joke'

Alan Sugar should be sacked by the BBC for his tweet about the Senegal national football team, an adviser to the country’s president has said.

On Wednesday, Lord Sugar tweeted a picture of the team edited to include handbags and sunglasses laid out on sheets, with the caption: “I recognise some of these guys from the beach in Marbella. Multi tasking resourceful chaps.”

The Apprentice star was quickly forced to delete post following a public backlash, but not before claiming it was “a bloody joke” and that the reaction had been “OTT”.

Ndongo Ndiaye, adviser on youth and sport to president Macky Sall, told The Times Lord Sugar’s comment had been “ignorant and hurtful”.

“Everyone here is talking about this tweet, it has made headlines in Senegal too,” Mr Ndiaye, a former basketball player, said.

“I think it is very ignorant from someone in his position. Of course, there must be freedom of speech but this was wrong and it is hurtful to the players and people from Senegal. If I was his boss, if I was responsible for him, then I would fire him.”

The tweet that Alan Sugar deleted (The Independent)

Mr Ndiaye said the Senegalese players had experienced no racism at the World Cup, despite Russian football fans’ reputation for targeting black players.

“Instead of this ignorant tweet I prefer to think of a video that has been popular in Senegal from our first match which shows a fan from Australia and a fan from Senegal meeting for the first time, deciding to swap shirts and then hugging,” he added.

“This is what the World Cup should be about, bringing people together.”

Lord Sugar subsequently issued an apology. He said: “I misjudged my 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.”

But Labour MP Dawn Butler said she would be writing to the House of Lords Commissioner for Standards and the BBC to call for an investigation.

A BBC spokesperson said of the incident: “Lord Sugar has acknowledged this was a seriously misjudged tweet, and he’s in no doubt about our view on this. It’s right he’s apologised unreservedly.”