Support 110 years of independent journalism.

  1. Culture
  2. Sport
20 June 2018

Alan Sugar makes an IN NO WAY RACIST joke about the Senegal football team

Compares them to handbag sellers on “the beach in Marbella”.

By Media Mole

Ah, Alan Sugar, ever the generous bestower of business acumen. He truly sees entrepreneurship in everyone. Particularly, it seems, the ability of professional footballers of African origin to flog sunglasses and handbags on the beach.

No reason! They just look that way!

This was the grizzly gremlin of enterprise’s reasoning when he posted a tweet – since deleted – of a photo of Senegalese footballers, spliced with pictures of sunglasses and handbag stalls laid out on the ground.

“I recognise some of these guys from the beach in Marbella,” he tweeted. “Multi tasking resourceful chaps.”

Select and enter your email address Your weekly guide to the best writing on ideas, politics, books and culture every Saturday - from the New Statesman. The New Statesman's quick and essential guide to the news and politics of the day. Stay up to date with NS events, subscription offers & updates.
  • Administration / Office
  • Arts and Culture
  • Board Member
  • Business / Corporate Services
  • Client / Customer Services
  • Communications
  • Construction, Works, Engineering
  • Education, Curriculum and Teaching
  • Environment, Conservation and NRM
  • Facility / Grounds Management and Maintenance
  • Finance Management
  • Health - Medical and Nursing Management
  • HR, Training and Organisational Development
  • Information and Communications Technology
  • Information Services, Statistics, Records, Archives
  • Infrastructure Management - Transport, Utilities
  • Legal Officers and Practitioners
  • Librarians and Library Management
  • Management
  • Marketing
  • OH&S, Risk Management
  • Operations Management
  • Planning, Policy, Strategy
  • Printing, Design, Publishing, Web
  • Projects, Programs and Advisors
  • Property, Assets and Fleet Management
  • Public Relations and Media
  • Purchasing and Procurement
  • Quality Management
  • Science and Technical Research and Development
  • Security and Law Enforcement
  • Service Delivery
  • Sport and Recreation
  • Travel, Accommodation, Tourism
  • Wellbeing, Community / Social Services
Visit our privacy Policy for more information about our services, how New Statesman Media Group may use, process and share your personal data, including information on your rights in respect of your personal data and how you can unsubscribe from future marketing communications.

His defence? “It is meant to be funny  …….  for god sake”, “I cant see what I have to apologise for …. you are OTT … its a bloody joke”, and, even after deleting it:

Content from our partners
Why we must prioritise treating long-term health conditions
It’s time to reimagine the lifecycle of our devices
On the road to Cop28

“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.”

Perhaps next time he dreams up a selling task on The Apprentice, he’ll divide teams up by colour. And in the boardroom, reduce each contestant’s career to a grim joke about their race.