The New England Patriots apologized Thursday night after accidentally tweeting a racial slur from their account.
The Patriots had a Twitter promotion marking 1 million followers thanking new followers with “digital custom jerseys.” The website would create a digital jersey image with the username or twitter handle of the new followers that could be shared online.
But when someone put a racially-offensive Twitter handle in, it was automatically generated in a tweet and on a digital jersey. The offensive image quickly spread online.
The Patriots later tweeted out an apology saying, “We apologize for the regrettable tweet that went out from our account. Our filtering system failed & we will be more vigilant in the future.”
More than 10,000 automated thank you tweets and jersey images were generated during the promotion.
— New England Patriots (@Patriots) November 13, 2014