Lord Sugar tweeted a picture of the Senegal team next to sunglasses and handbags, comparing the team to sellers on “the beach in Marbella”.
Lord Sugar, 71, later deleted his tweet and said: “my attempt at humour has backfired”.
The multimillionaire expressed his regret at his tweet saying “I misjudged my earlier tweet. I have deleted the tweet and I am very sorry.”
The tweet has sparked a lot of anger on Twitter with the Tottenham chairman getting accused of being racist.
The BBC has released a statement in the defence of Lord Sugar.
“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.”
Educational charity, Show Racism the Red Card has commented on Lord Sugar’s tweet.
”The World Cup is a celebration of different cultures and brings people together from across 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.”
Senegal beat Poland 2-1 in their opening World Cup game and their team includes some Premier League stars including Liverpool’s Sadio Mane and Everton’s Indrissa Gueye.