The ‘Apprentice’ star was forced to apologise after sparking a backlash when he shared a photo of the Senegal football team likening them to beach sellers.
Sugar initally refused to apologise for the tweet claiming he thought people’s reactions were “OTT”, but later removed the post and said he was “very sorry” for the joke, which he said had been “misinterpreted”.
As conversation about Sugar’s tweet continued, Piers waded into the row to insist his friend is “not a racist”.
He wrote: “I’ve known @Lord_Sugar for 25 years. He can be a halfwit of biblical proportions, and prone to terrible ‘jokes’ as we saw today. But he’s not a racist.”
I've known @Lord_Sugar for 25 years.— Piers Morgan (@piersmorgan) June 20, 2018
He can be a halfwit of biblical proportions, and prone to terrible 'jokes' as we saw today.
But he's not a racist.
But Piers then found himself on the receiving end of a backlash for defending Sugar, with many of his followers explaining why the tweet was offensive.
This was your chance to gain credibility by standing up for whats right. Sadly you bottled it because he is your friend. Saying nothing at all would have been the better choice @piersmorgan than jumping to his defence.— JEFF (@JEFFWHUR) June 20, 2018
So all sellers on the beach in Marbella wear Senegal’s national football team uniform? Or did he really recognised the individual players? Or just made a tweet about how all black people look the same and all they do is selling stuff in Marbella?Tell me where’s the joke please?— Victoria Strain (@belfastvik) June 20, 2018
You need to question why he thought it appropriate to associate a black football team playing in the World Cup with those men he encountered selling sunglasses on the beach. It’s so obvious and condescending.]]>😒