On Wednesday, the businessman's Twitter account uploaded a photo of the Senegal players combined with an image of sunglasses and handbags positioned at their feet.
The caption posted alongside the picture read: "I recognise some of these guys from the beach in Marbella. Multi tasking resourceful chaps."
Sugar's tweet prompted hundreds of critical responses, including from BBC newsreader Babita Sharma, accusing the 71-year-old of racism.
A shocking, vile tweet that you take a screen grab of because you know it will soon be deleted. pic.twitter.com/28E6SxEva7— Babita Sharma (@BabitaBBC) June 20, 2018
The British billionaire, who appears on BBC show The Apprentice, eventually deleted the tweet and issued a full apology.
"I misjudged [my] earlier tweet," Sugar posted. "It was in no way intended to cause offence, and clearly my attempt at humour has backfired. I have deleted the tweet and am very sorry."