'Lord' Alan Sugar has today shown an attitude to Africa commensurate with the empire from which his prefix derives.
The Apprentice host has been unafraid to tweet his thoughts and asides from the World Cup thus far, but up to now they haven't strayed beyond celebrating Harry Kane and calling for England to exchange Raheem Sterling for euros or dollars.
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Today, however, he has gone much further with a highly offensive attempt at humour in reference to the Senegal team that beat Poland yesterday.
Sugar has been heavily criticised for the tweet, but he has thus far defended it as a joke.
There has been a deluge of criticism, so we likely have not yet heard the end of this.
