Lord Sugar has revealed the identity of his Twitter manager after a ‘misjudged’ tweet about the Senegal football team was posted and then deleted a short time later. 

He is only known to the public as ‘Alf,’ and he told Southend News Network that he had a no-nonsense and straight-talking approach to creating memes.

He added, ‘Everyone’s saying that the image was racist, but that was never my intention.’

’I wasn’t saying that all black people flog hooky gear on beaches.’

Lord Sugar added, ‘I was just making a joke about how undignified it is to go around the streets selling random items.’

’You’d never catch me doing that.’