Yes, really.
Who are you to demand an explanation, and why should I explain anything to you?
But I'll do it, just to show you that I know what I'm talking about.
First of all, I wrote: "More sensitive viewers would call him a racist."
I didn't make an allegation that he is a racist, so I should defend my stance by your demand, just a remark that some viewers might be offended and understand his comments in racist way.
I'll continue the explanation with this:
There is no problem if you do it like a private person in informal communication, but if you are an official voice of international company it becomes a problem.
We're talking about tendency to assimilate everything in somebody's own cultural frame, neglecting object's identity and identity of those (in any way) related with the object (relatives, fans, compatriots...), thus negating their singularity as a cultural group, thus insulting them on a very fundamental basis of identity.
That way of perceiving things also points out the own cultural frame as a reference and dominant one. It's cultural racism.
Once again to repeat, not everyone would take it that way, but there are some certainly, and it's a problem 'cause he's not chatting with buddies in a pub, but commenting to multicultural, multimillion audience.
Clear?