Lord Sugar has had us rolling our eyes a number of times in the past. However, this time, it’s not for his rude approach to potential business entrepreneurs on BBC One show, The Apprentice – but for a highly inappropriate Tweet concerning World Cup football team of Senegal.
The entrepreneur and TV host caused an outrage on social media on Wednesday (20th June) when he tweeted an image of the Senegal football team edited with images of sunglasses and handbags on a sheet, with the caption:
‘I recognise some of these guys from the beach in Marbella. Multi tasking resourceful chaps.’
Nice. Moments after it hit the web, the offensive tweet caused a social media outburst with many taking to Twitter to voice how appalled they were at the comments.
Kelechi Okafor, actress and founder of Kelechnekoff Fitness is one person in particular who aired her disgust, commenting in a Twitter thread:
‘Just based on their Blackness @Lord_Sugar as inferred the type of lifestyle accessible to the players.
‘Imagine if Ireland were playing a match and someone photoshopped a potato field around them. It would be crude and unfunny.’
Let me tell you why @Lord_Sugar is a wasteman.
He’s one of those wilfully ignorant people who thinks he can’t be racist because he grew up poor.The tweet is overtly racist but he has said with his chest that he has nothing to apologise for pic.twitter.com/cyjvTsgtRb
— machine gun Kele (@kelechnekoff) June 20, 2018
After the online uproar Lord Sugar tweeted in an act to defend his actions saying that he didn’t see much wrong with his words: ‘Frankly I cant see that I think it’s funny. But I will pull it down if you insist .’ Hardly the biggest marker of remorse…
This was followed by his comments to a particular tweet about the racism: ‘I cant see what I have to apologise for …. you are OTT … its a bloody joke.’
Replying on Twitter further, the 71-year-old attempted to argue with those reposting screenshots of the offensive words: “if its so bad why have you re tweeted it.”
As Sugar continued posting his unapologetic response, Twitter users continued to highlight his ignorance, with some demanding that the public cease supporting his ventures due to his unashamedly problematic views.
https://twitter.com/SimonNRicketts/status/1009380430070546432
We all knew @Lord_Sugar had questionable stances. It’s great to see his racism in the cold light of day and his unapologetic approach to it. Armed with knowing he isn’t concerned with the emotions of our community or any aside from his own, let’s stop consuming his content.
— Yewande Stan. 🇬🇾🇲🇲🇮🇳 (@RichieBrave) June 20, 2018
Yet, before long, Sugar issued an apology for his words, apparently having seen the harm in his words and seeking forgiveness:
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
‘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.’
The BBC Press Office responded to people’s upset by standing behind Sugar, stating that he’d ‘acknowledged’ his poorly judged words:
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
Will celebs ever learn the impact of being in the public eye, social media influence and that joking about racism online will never go down well? We hope so for everyone’s sake…
