Lord Alan Sugar was called out by BBC commentator Robyn Cowen during England’s emphatic win over Norway following his controversial tweet on the Women’s Euro 2022 coverage.
Sugar was met with backlash on social media on Saturday after he complained about the BBC’s coverage of the tournament. The Apprentice host bemoaned what he perceived as a lack of male pundits and commentators working for the broadcaster during the tournament.
"I am watching the women football and notice that ALL the comentators are women," Sugar tweeted. "I also note when mens football is on there is a symobilic female comentator to cover the broadcasters a***. Should I complain there should me a male commentator in women's football."
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Despite his complaints, the BBC have had a male presence in their coverage, with Arsenal Women manager Jonas Eidevall working as a pundit for both of England’s games so far, while Jonathan Pearce is among the commentators present throughout the tournament. Arsenal legend Ian Wright was also a pundit for the Lionesses’ win over Norway on Monday.
Sugar was widely ridiculed for his comments by other users on Twitter. Gabby Logan, the BBC’s main presenter for the Euros, replied: “We have plenty of men working on this tournament Lord Sugar, don’t fret you’re not being eradicated.”
And the former Tottenham owner was trolled during the Lionesses’ rampant 8-0 victory over Norway as they booked their place in the quarter-finals. Cowen referenced Sugar’s tweet as she reacted to a shot of Eidevall watching on.
"We just had a lovely shot of one of our studio guests, Jonas Eidevall. One of our symbolic men. Good evening Lord Sugar."
England made light work of Norway on a record-breaking night in Brighton as they booked their place in the knockout stages. The Lionesses hit six first-half goals to set a new tournament record, while Beth Mead completed a sensational hat-trick.
