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    Alan Sugar Has Deleted A Tweet Comparing The Senegal Football Team To Beach Hawkers

    "Bit of casual racism for breakfast."

    The star of The Apprentice, Lord Alan Sugar, is being called out for a tweet he sent about the Senegal football team.

    Jim Marks / Press Association Images

    You might know that Senegal won 2–1 against Poland yesterday. Their fans even stayed behind to help tidy up the stadium, and people were touched by the gesture.

    Reinaldo Coddou H. / Getty Images

    Enter Alan Sugar. The day after Senegal's victory, the millionaire businessman posted a photo collage of the Senegal football team alongside images of sunglasses and handbags spread out like on a market stall.

    People thought the tweet was racist.

    So this isn't casual racism that @Lord_Sugar is sharing around social media? Oh waiting yes it is! I wonder if he'll find this same sense of humour when a similar idiot shares some causal anti-Semitic tweets as 'banter'. Given his position in society, its unacceptable #factsonly https://t.co/fgySqGs8Nu

    Bit of casual racism for breakfast https://t.co/XGZMbOA87J

    Am I missing a joke here?? Wtaf is this tweet?? Is this literally just because they're black or am I missing something pls??? https://t.co/cKG1Kb7LhO

    Sugar – who later deleted the tweet – said it had been misinterpreted. "Frankly I can't see that I think it's funny," he wrote.

    Twitter

    An hour later, he followed that tweet with a proper apology.

    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.

    Sugar's tweets also came on the same morning the BBC published a report on diversity at the organisation.

    By the way, the Alan Sugar tweets are on the same morning the BBC (who broadcast The Apprentice) have published a report on BAME representation and diversity.

    The BBC has also tweeted this.

    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.

    BuzzFeed News has reached out to Sugar's representatives and representatives for The Apprentice for comment.