Many want Lord Alan Sugar relieved of his duties at the BBC for making a racist remark.

With the World Cup serving up intrigue and drama on the field of play, some off-field incidents have thrown in the mix a fair share of commotion. The newest was sparked following a tweet by Lord Sugar.

The businessman and host of The Apprentice show on BBC put out a controversial tweet which likened the Senegal men's football team to salesmen on a beach in Marbella. Following a backlash on the social media platform for him referring to the players as "multi-tasking resourceful chaps'', Lord Sugar was forced to delete the tweet.

After an initial unapologetic stance, the 71-year-old television show host finally expressed regret for his misdemeanour via his official Twitter account.

"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."

However Mr. Ndongo Ndiaye, the sports advisor to Senegal president Macky Sal, claims the apology has been rejected. In an interview with the Times, he asserted that Lord Alan Sugar's sack from the BBC will be a better measure with his action making rounds in papers in Senegal.

"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."

Senegal entered Russia 2018 as the only African side whose players and coaching staff are from within the country. The side led by Coach Aliou Cisse impressed in their opening group game by recording a 2-1 victory over Poland.

Boasting a solid defensive and attacking setup, the Teranga Lions have been tipped to make it into the knockout stage of the World Cup from a group which also features the likes of Colombia and Japan.