The Apprentice star has often found himself facing an online backlash for some of his ill-judged remarks.
He came under fire not once, but twice during the World Cup for his shocking tweets.
Lord Alan Sugar first found himself in hot water over a “racist” tweet he posted about the Sengalese football team, where he compared them to people selling sunglasses and handbags on beaches.
TWITTER/ LORD SUGAR
“No respect – shame what money can do to some people”
Clearly not learning his lesson, he was later accused of “casual sexism” when he implied that women have no interest in watching the World Cup.
And he was at it again today when he posted an incredibly crude joke to his 5.31 million Twitter followers.
On this occasion, the subject of his jibe was his Apprentice co-star and Countdown presenter Nick Hewer, 74.
Posting a alongside a snap of a blonde sales assistant wearing a plunging top, the computer mogul tweeted: “@NickHewer went into a shop in Croatia to buy a jumper.
“After 20 mins my wife said what the hell is he doing in there, he has been ages.”
Lord Sugar appeared to tag the wrong Nick Hewer in the controversial tweet.
He was slammed by Twitter users, who said that he was “objectifying” the woman in the snap, who was dressed in a plunging top.
One social networker said: ”Misogyny and Racism. Nice one old timer. Looking forward to the next installment. Homophobia is still up for grabs.”
While another continued: “No respect – shame what money can do to some people.”
A third added: “It’s incredibly sad that you think this is acceptable behaviour! It’s time you grew up!”