BUSINESSMAN and TV personality Alan Sugar has provoked backlash after saying that he cannot “understand a word” that Scottish football pundit Ally McCoist says.
McCoist, a former striker for Rangers and Scotland, was on ITV’s commentary team for the World Cup semi-final between France and Spain on Tuesday evening.
The game – which was ultimately won by Spain – kicked off at 8pm. Eight minutes later, Sugar wrote on social media: “Ally McCoist is very well respected for football knowledge. But I am sorry to say I can't understand a word he is saying.”
Ally McCoist is very well respected for football knowledge. But I am sorry to say I can't understand a word he is saying .
— Lord Sugar (@Lord_Sugar) July 14, 2026
The suggestion that Sugar, a London-born life peer, cannot understand a Scottish accent has raised more than a few eyebrows.
“Imagine how we feel watching The Apprentice,” one user quipped in reference to the long-running BBC show Sugar fronts.
A second wrote: “I genuinely have no idea why Scottish people don't support England at the World Cup.”
Former Labour MSP Neil Findlay did not beat around the bush, writing: “That’s cause you’re an arse.”
Referencing ITV’s two other commentators, who are both from England, Scottish LBC reporter Gina Davidson wrote: “Unfortunately I can understand [Sam] Matterface and [Lee] Dixon only too well.”
Others said that Sugar should get a hearing aid, practice his own elocution (he famously speaks with a Cockney accent), or suggested that he was being casually anti-Scottish.
One user asked: “It’s odd how he’s never had a problem with the, equally strong, accents of Gerrard, McManaman, or Shearer. I wonder why that is?”
Whatever the reason (and it’s because McCoist is Scottish), it’s not the first time that Sugar has appeared to struggle with primary-school level stuff.
Just take a peek at the life peer’s Twitter feed, which looks more like a learning board for a five-year-old than a lawmaker with a seat in the “mother of parliaments”.
“Can you identify this dry fruit??” one account asked recently. Luckily, Sugar was on hand. “Cashew nuts,” he wrote. Well done, Sugar.
Cashew nuts https://t.co/OX46HZazGp
— Lord Sugar (@Lord_Sugar) July 15, 2026
And like the pre-schoolers who watched the Teletubbies, he’s all too happy to shout “again, again”.
"Think you know your words? 'No word starts with W and ends with W.' True or false? Most people get it wrong! Comment your answer first,” one post said.
“Wow,” Sugar responded. Well done, Sugar.
— Lord Sugar (@Lord_Sugar) July 15, 2026
Not one hour later, he saw another post which claimed “No word starts with ‘W’ and ends with ‘W’”. Again, he responded: “Wow.”
Well done, Sugar.
Next time you think about criticising someone for their Scottish accent, stick to answering questions for three-year-olds.
