Alan Sugar comes under fire for 'sexist' tweet about a shopkeeper

Lord Sugar has landed in hot water, yet again, for a questionable joke posted on Twitter. The star of BBC One's The Apprentice has been branded "sexist" for the tweet, which features a picture of a Croatian shopkeeper with prominent cleavage on display and the caption:

"Went into a shop in Croatia to buy a jumper. After 20 mins my wife said what the hell is he doing in there, he has been ages." 

In the replies, one user asked: "As a Lord of the House and former business tsar why are you objectifying women in this 'joke'?"

While another, said: "Not offended but wondered if you’d got her permission to flaunt her rack to 5.3m followers first??"

However, some did see the funny side of the post, one user responded: "I found it funny. Life's too short!" 

Others users found greater hilarity in the fact that Sugar had attempted to direct the tweet to his co-star Nick Hewitt, but used the wrong Twitter handle.

Just last month, Sugar was denounced for "racist" tweets during the World Cup targeted at the Croatian and Sengalese teams.

On the morning of the England v. Croatia Semi-final match, businessman host tweeted a joke about the names of the Croatian players: "Annoying and irritating player for Croatia..... Iv got an itch Ivgotanitch."

One reply replied "racist-ich", while another warned: "now isn't the time for casual racism, Alan". 

Sugar also shared a tweet about Sengal's team in June which compared them to beach vendors. The post featured a picture of the team with a photo-shopped vendor spread of sunglasses and bags in front of them, accompanied by the caption: "I recognise some of there guys from the beach in Marbella. Multi tasking resourceful chaps."

The post was met with widespread backlash, and many calls for him to be sacked by the BBC.  Ndongo Ndiaye, a former basketball player who is now the adviser on youth and sport to Sengal’s president Macky Sall, told The Times he thought Sugar should be fired.

“I think it is very ignorant from someone in his position," Ndiaye said. "Of course, there must be freedom of speech but this was wrong and it is hurtful to the players and people from Senegal. If I was his boss, if I was responsible for him, then I would fire him.”

Sugar later deleted the tweet and apologised in a statement shared to his Twitter followers: "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."

The BBC issued a statement about the earlier tweet which read: “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.”