Unrepentant Sugar taken to public school for racist tweet about black footballers

Alan Sugar has again been heavily criticised on social media for an astonishingly insensitive tweet containing an image of Senegal’s black footballers with a comment comparing them to Marbella beach-sellers:


The image was even edited to add sunglasses and handbags laid out on blankets.

In spite of an immediate, outraged response, Sugar chose to defend himself and his tweet, even claiming not to see what the problem was:

sugar ott.png

Actress Kelechi Okafor decided to take Sugar to public school:

kelechi 1

kelechi 2

Sugar grudgingly deleted the tweet, while still refusing to acknowledge what the fuss was about:


Unsurprisingly, the outraged reaction continues unabated.

Mr Sugar has been contacted for comment via his agent.


The fact that Alan Sugar insists his ‘joke’ is funny and that he dismisses the offence merely ‘interpreting [it] in the wrong way’ ought to be a lot more astonishing than it is. But it’s extremely hard to conclude from his Twitter performances that he is a fit person to be a peer in a modern UK.

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  1. Sugar has always reminded me of Sid James in both looks and voice. This now seem like a highly suitable comparison, as it appears that he does actually have the mentality of someone from the racist and sexist 70s.

  2. Is this the same Lord Sugar that called out Corbyn and the Labour party for antisemitism? Suggest he removes the very large mote in his own eye.

  3. So Lord Sugar Anti Semitism “appalling” and “dangerous”. Other racism just a bit of fun.

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