Alan Sugar has been accused of sexism after posting a tweet telling men to buy sweets for their wives or girlfriends for "ignoring them during the World Cup."
His tweet has faced backlash online with many people telling the Apprentice star that "wives and girlfriends watch football too."
It comes less than a week after Lord Sugar faced a barrage of criticism for a tweet likening Senegal's national football team to beach-sellers. He later apologised and deleted the post.
And Lord Sugar sparked a backlash online again on Tuesday after tweeting to promote the confectionery company of his business partner and former winner of The Apprentice Sarah Lynn.
