Sir Alan Sugar has publicly criticised broadcaster Ally McCoist over his Scottish accent during the Champions League Final between PSG and Arsenal.
The entrepreneur, widely known for his role on the BBC’s Apprentice, appeared to offer McCoist praise on social media before following it up with a pointed dig.
Sugar wrote that while McCoist is “a very experienced football person,” there were moments he “can’t understand a word he is saying” during the broadcast.
The comment was widely seen as a crass remark directed at the 63-year-old’s proud Scottish accent rather than his broadcasting ability or football knowledge.
McCoist currently serves as TNT Sports’ chief colour commentator, working alongside Darren Fletcher as one of the network’s most prominent on-air personalities.
The former Rangers icon has built a formidable reputation in broadcasting, cementing himself as a major figure in football television coverage across multiple competitions.
McCoist was on commentary duty for the Champions League Final after previously holding the microphone for Aston Villa’s Europa League win and Crystal Palace’s Conference League victory.
Sugar’s remarks did not sit well with audiences online, where a wave of supporters quickly moved to defend the beloved media personality.
A stream of McCoist’s supporters raced to push back against the critique, making clear that the verdict from Sugar had failed to land favourably in football circles.
The episode has drawn significant attention, with many questioning whether Sugar’s comments were an appropriate assessment of one of British football broadcasting’s most recognisable voices.
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