Lord Sugar has sparked outrage after he tweeted a picture of the Senegal football team that resulted in the entrepreneur being branded a "racist".
He posted a composite picture of the World Cup team and a row of sunglasses and handbags with the caption "I recognise some of these guys from the beach in Marbella. Multi tasking resourceful chaps".
The comment has been retweeted hundreds of times by people accusing the Apprentice host of holding "racist" views, however he has been maintaining that it was a joke.
He has since deleted the tweet, saying: "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."
BBC journalist Babita Sharma said she had screengrabbed the original tweet for posterity: "A shocking, vile tweet that you take a screen grab of because you know it will soon be deleted."
Lord Sugar replied: if it so vile why have you retweeted it . You make me sick"
He later apologised, tweeting: "It was in no way intended to cause offence, and clearly my attempt at humour has backfired."
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
The BBC, which broadcasts The Apprentice, later tweeted Lord Sugar was "in no doubt about our view on this", adding: "It's right he's apologised unreservedly."
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.
— BBC Press Office (@bbcpress) June 20, 2018
