The 71-year-old business mogul previously apologised after coming under fire for a remark about the Senegal World Cup squad last month.
Tonight, he tweeted his reactions to the England match against Croatia as the two teams launched their last bid to secure a place in the final against France on Sunday.
Following Kieran Trippier’s early goal, he tweeted his 5.47 million followers saying: “Oh yes great start from our boy.”
Later, Lord Sugar made a comment about the Croatian team, saying: “Annoying and irritating player for Croatia….
“Iv got an itch. Ivgotanitch,”(sic) he said.
Twitter users were quick to flock to the comments section, with one simply saying: “Racist-ich.”(sic)
“Shugs son give it a rest before you have to send out another grovelling apology,”(sic) another tweeted, while a third added: “Now isn’t the time for casual racism, Alan.”
“Deletitch this tweetitch,”(sic) a third quipped, as s fourth replied: “Racist.”
“Cue tomorrow’s apologies,” another said.
Lord Sugar replied to one critic who said: “You don’t half know how to ‘Digaditch’ for yourself with these casual racist jokes!!! ‘Sonofab***h’.”(sic)
“Why don’t you pi.. off,”(sic) The Apprentice boss said, retweeting the post.
Some social media users jumped to his defence, with one saying: “You tell him Lord Sugar.”
Others called the tweet “banter”.
Express.co.uk has contacted a representative for Lord Sugar asking for comment.
Lord Sugar’s post comes after he deleted a string of tweets last month following a backlash over “racism”.
He originally shared a picture of the Senegal team next to snaps of sunglasses and handbags laid out on white sheets along with the caption: “I recognise some of these guys from the beach in Marbella. Multi-tasking resourceful chaps.”
He went on to defend the message in the face of fans calling it “racist”, insisting in a now-deleted tweet: “Just been reading the reaction to my funny tweet about the guy on the beach in Marbella.
“Seems it has been interpreted in the wrong way as offensive by a few people. Frankly I can’t see that I think it’s funny. But I will pull it down if you insist.”
He later issued an apology which said: “I misjudged my earlier tweet. It was in no way intended to cause offence, and clearly my attempt at humour has backfired.”
The BBC press office subsequently told their 144,00 Twitter followers: “Lord Sugar has acknowledged this was a seriously misjudged tweet and he’s in no doubt about our view on this.
“It’s right he’s apologised unreservedly.”