Lord Sugar has been criticised on social media for “casual sexism”, after sharing a tweet that implied that women have no interest in watching the World Cup.
This isn’t the first time The Apprentice star has caused outrage in the past few days, having previously been condemned for a “racist” tweet aimed at the Senegal national football team.
In his latest controversial statement, Lord Sugar angered many of his followers while trying to promote the confectionery business of former winner of The Apprentice Sarah Lynn.
“Send a personalised gift of sweets to the wife/girlfriend for ignoring her during the World Cup, only £14.99,” the tweet reads.
“Perfect way to show you still care whilst glued to the TV.”
The tweet has caused widespread outrage for a number of reasons, one of them being the fact that the World Cup isn’t exclusively enjoyed by men.
Some also found the phrasing, such as the way in which he wrote: “the wife”, extremely archaic and condescending.
Many have made their immense disapproval over Lord Sugar’s “sexist” remarks abundantly clear on Twitter.
“Seriously? Only men watch the football do they?” one woman wrote.
“I watch more football than my hubby #stopstereotyping,” she continued.
“It’s very sexist to assume women aren’t watching it as well,” another person commented. “Not having a good week with his tweets.”
Some people pointed out that Lord Sugar should have a conversation about women watching football with Baroness Karren Brady, who not only acts as one of his aides on The Apprentice but is vice-chairman of West Ham United FC.
A recent study revealed that more women are watching the World Cup than ever before, with one in five stating that they feel more excited about the tournament than their partners.
The Independent has reached out to Lord Sugar’s representatives for comment.
