Uproar as Alan Sugar sends 'racist' tweet comparing Senegal football team to beach touts

He has since deleted the tweet, saying: "Just been reading the reaction to my funny tweet about the guy on the beach in Marbella . Seems it has been interpreted in the wrong way as offensive by a few people. Frankly I cant see that I think it's funny. But I will pull it down if you insist."

BBC journalist Babita Sharma said she had screengrabbed the original tweet for posterity: "A shocking, vile tweet that you take a screen grab of because you know it will soon be deleted."

Lord Sugar replied: if it so vile why have you retweeted it . You make me sick"

He later apologised, tweeting: "It was in no way intended to cause offence, and clearly my attempt at humour has backfired."

The BBC, which broadcasts The Apprentice, later tweeted Lord Sugar was "in no doubt about our view on this", adding: "It's right he's apologised unreservedly."