Lord Sugar has now deleted the tweet he posted on Wednesday
Lord Sugar has been criticised for an "unhelpful and ignorant" tweet evaluating Senegal's World Cup crew to sellers on the "beach in Marbella".
An image of the crew was posted subsequent to footage of sun shades and purses.
Lord Sugar, 71, later deleted the publish and apologised, saying "my attempt at humour has backfired".
The British billionaire, who seems on the BBC's The Apprentice, stated he "misjudged" the tweet and it was not "intended to cause offence".
The tweet prompted lots of of essential responses, together with from Twitter customers accusing him of racism.
"I misjudged [my] earlier tweet," he posted later. "It was in no way intended to cause offence, and clearly my attempt at humour has backfired. I have deleted the tweet and am very sorry."
Earlier the previous Tottenham chairman had stated his "funny tweet" had been "interpreted in the wrong way as offensive by a few people".
He added: "Frankly I can't see that, I think it's funny. But I will pull it down if you insist."
"This lazy, stereotypical and bigoted kind of attitude belongs to a bygone era," instructional charity Show Racism the Red Card advised BBC Sport.
"The World Cup is a celebration of various cultures and brings individuals collectively from throughout the globe.
"Lord Sugar's unhelpful and ignorant comments go very much against the spirit of this unique occasion and are probably best kept to himself."
Piara Powar, govt director of anti-racism group Fare (Football Against Racism in Europe), stated Lord Sugar's "stereotyping of a whole race" was "disgraceful and damaging".
"Alan Sugar has deliberately and with racist intent sought to demean a World Cup football team," Powar stated.
The BBC stated in a assertion: "Lord Sugar has acknowledged this was a seriously misjudged tweet, and he's in no doubt about our view on this. It's right he's apologised unreservedly."
Senegal's crew consists of a variety of Premier League stars together with Liverpool's Sadio Mane and Everton's Idrissa Gueye.
They beat Poland 2-1 of their World Cup opener on Tuesday.
Anti-racism physique Kick It Out declined to remark when contacted by BBC Sport.