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The Senegal national team have rejected an apology from Lord Sugar over a 'racist' tweet.

Business mogul Sugar caused uproar on social media when he compared the members of the Senegal squad to salesmen on a beach in Marbella.

In the tweet, Sugar referred to the players as 'multi-tasking resourceful chaps' - leading to replies of him being called a racist.

Ndongo Ndiaye, the sports advisor to Senegal president Macky Sal, says that Sugar's apologies have been rejected.

He also says that they would like to see the BBC sack him from all television roles, which include being the face of The Apprentice.

(Image: PA) (Image: BBC)

Ndiaye told The Times : "Everyone here is talking about this tweet, it has made headlines in Senegal too.

"I think it is very ignorant from someone in his position.

"Of course, there must be freedom of speech but this was wrong and it is hurtful to the players and people from Senegal.

"If I was his boss, if I was responsible for him, then I would fire him."

(Image: Getty)

After receiving criticism for the post, Sugar deleted the tweet and issued an apology.

He said: "I misjudged my 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."

After posting the tweet, Sugar spoke to Mirror Online, saying: "It was meant as a joke. Someone sent me the picture and I tweeted.

"People know I have fought against racism for years and I sincerely didn’t think this could be interpreted in any other way other than funny.

"However, due to the comments on Twitter I pulled it down."

Senegal beat Poland 2-1 in their opening World Cup game on Tuesday to leave themselves joint top of Group H with Japan.