British businessman and media personality Lord Sugar has compared Senegal national football team players to beach hawkers in Spain. He then apologized for his tweet, which was removed from his account.
The offensive to many post by Sugar, who has appeared in the BBC TV series The Apprentice since 2005, coincided with the release of BBC's report into the Black, Asian, Minority Ethnic (BAME) culture at the corporation.
As the mainstream broadcaster marked the importance of corporate ethnic diversity, Sugar's tweet came under fire from his colleagues and many social media users, accusing the businessman of racism towards Senegalese players.
This year's tournament is Senegal's second World Cup, where they face Poland, Colombia and Japan in Group H games.