Lord Sugar under fire once again for World Cup joke

Justin Harp
Photo credit: BBC

From Digital Spy

Lord Sugar is once again under fire for a controversial tweet about England's World Cup opponents.


The Apprentice star was recently forced to publicly apologise amid a backlash calling for the BBC to sack him, after he compared the Senegal football team to "the guys from the beach in Marbella" last month.

At the time, Lord Sugar said his tweet had been an "attempt at humour" that had backfired, and insisted that he'd in "no way intended to cause offence" with the joke that was widely condemned.

Photo credit: Lord Sugar - Twitter

The businessman took a much more defiant tone when called out by Twitter users during Wednesday's semi-final World Cup match between England and the Croatian national team.

Appearing to mock the surnames of the Croatian squad, Lord Sugar tweeted: "Annoying and irritating player for Croatia..... Iv got an itch Ivgotanitch."



A backlash was once again swift, with one user posting a screenshot of his previous apology along with the message: "Do you want this to copy [for] tomorrow, Al?"

Many others simply seemed disgusted by the joke:













When retired rugby player Chris Pilgrim quipped that Lord Sugar was trying to "digaditch" with his "casual racist jokes", the TV host shot back: "Why dont you pi.. off (sic)."

Photo credit: Lord Sugar - Twitter

Digital Spy has reached out to Lord Sugar's representatives about the backlash over his latest tweet, and has also contacted the BBC for its response.

In response to his original joke about the Senegal team, a BBC spokesperson said in June: "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."

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