Business mogul Sugar landed himself in the centre of a racism row after comparing the Senegalese football team to street-seller in Marbella.
The 71-year-old initially claimed the tweet was a “joke” and that he was unaware why there had been such a strong reaction.
However, after an outcry, Sugar retracted the tweet and said he’d “in no way intended to cause offence.”
Despite Sugar receiving a wave of criticism over the post, Good Morning Britain presenter Piers defended him against the allegation of racism.
He tweeted: “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.
I misjudged me earlier tweet. 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.— Lord Sugar (@Lord_Sugar) June 20, 2018
Grime artist Lethal Bizzle said that despite having “respect” for Sugar, he insisted that he should have known “better.”
The rapper wrote: “In 2018 just being a black person it’s hard to overcome certain barriers.
“I think of the challenges I faced and defeated to get myself into the position to challenge the stereotype… I just think that a man in such a powerful position should know better.
“It’s disappointing, because I respect this guy – he seems likes a people person – I just think he got this one terribly wrong.”