The business magnate referred to the players as "multi-tasking resourceful chaps", as he shared an image of the team alongside a photo of sunglasses and handbags.
Although Lord Sugar, who served nine years as chairman of Premier League club Tottenham Hotspur, did delete the tweet and offered a half-hearted apology, the peer admitted in a follow-up post that he still found his comparison "funny".
The British billionaire businessman who appears on the BBC's The Apprentice, said he "misjudged" the tweet and it was not "intended to cause offence". Sam Wilkins said the "witch-hunt" against Lord Sugar was "absurd", adding: "He hasn't done anything to harm anyone, and if you don't like it then don't follow him".
In 2012, Sugar was referred to the UK Attorney General for a possible contempt of court because of a tweet.
The west African side won their first game at the 2018 World Cup, having returned to the tournament for the first time since 2002.
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Prior to deleting the tweet about the Senegal team and his apology, Lord Sugar had said his post was meant to be a "joke".
The tweet has since been removed, with Mr Sugar writing: 'Just been reading the reaction to my amusing tweet about the guy on the beach in Marbella. "Seems it has been interpreted in the wrong was as offensive by a few people", he told his followers. Frankly I can't see that I think it's amusing.
"And I put this challenge to the BBC: are you going to keep Alan Sugar as the host of The Apprentice?".
The BBC press office also commented on the incident.
Collymore dismissed his comments with the swift retort: "well it's not amusing, it's racism" and labeled Lord Sugar's "outing" of racism as a sign of the "toxic nature of British politics at the moment". "You make me sick".