Alan Sugar has ignited a fresh wave of controversy by targeting Ally McCoist's accent during ITV's World Cup semi-final coverage. The Apprentice star posted on X that he 'can't understand a word' the former Rangers striker says, despite McCoist's widespread popularity as a co-commentator.
Sugar's Social Media Attack
During the semi-final between Spain and France on Tuesday night, McCoist was on commentary duty alongside Sam Matterface and Lee Dixon. Sugar, 78, wrote: 'Ally McCoist is very well respected for football knowledge. But I am sorry to say I can't understand a word he is saying.' The post quickly drew backlash from fans, who accused Sugar of ignorance and classism.
One fan responded: 'Your diction is not too great either for a man in your position.' Another said: 'Classism at it's finest.' Others noted that McCoist 'speaks very clearly' and called for Sugar to 'expand your hearing.' A third fan quipped: 'Try watching on a proper TV not an Amstrad set,' referencing Sugar's former electronics brand.
Popularity of McCoist
McCoist, 62, has become a beloved figure in football broadcasting since his partnership with Jon Champion during the 2018 World Cup in Russia. His enthusiastic commentary and viral moments, such as the 'that cannae be AC/DC' clip, have endeared him to fans across the UK. Despite Sugar's comments, McCoist's insights remain highly valued by viewers.
This is not the first time Sugar has targeted McCoist. In May, he made similar remarks after McCoist appeared on TNT's coverage of the Champions League final between Paris Saint-Germain and Arsenal. Sugar's repeated jibes have drawn criticism for being disrespectful to the Scottish accent.
Reaction and Fallout
Fans have rallied behind McCoist, with many pointing out that his accent is perfectly understandable. One supporter said: 'Ally McCoist is a legend, his passion and knowledge are unmatched. Sugar is just ignorant.' Another added: 'McCoist is one of the best co-commentators around, accent and all.'
The controversy comes as McCoist continues to receive praise for his work on ITV's World Cup coverage. Spain's 2-0 win over France secured their place in the final, with McCoist's commentary praised for its insight and enthusiasm.
