Lord Alan Sugar has branded former pal Piers Morgan a “deluded pillock” and compared his “rantings” to Adolf Hitler.
The pair have always enjoyed a friendly rivalry, but their feuding has intensified via social media as the UK has faced the coronavirus crisis
While Good Morning Britain presenter Morgan has been highly critical of the government’s handling of the pandemic, Lord Sugar has been berating him for his “rantings”.
The pairs platform of choice for the exchange of insults has been Twitter, and The Apprentice star Lord Sugar yesterday (22 May) sent a further series of barbed tweets regarding Morgan.
Responding to a follower who argued Morgan was fighting for justice, Lord Sugar said: "You are fooled. Can I remind you how Hitler convinced a nation with his rantings.
"You have to know the man. I do and you don't. Trust me it's all about him.
"He does not give a s*** about the matters he is raising. He just jumps on the bandwagon topic of the week."
You are fooled. Can I remind you how Hitler convinced a nation with his rantings. You have to know the man. I do and you don't. Trust me its all about @piersmorgan . He does not give a sh.. about the matters he is raising. He just jumps on the bandwagon topic of the week. https://t.co/c7gPqYcGCQ— Lord Sugar (@Lord_Sugar) May 22, 2020
Elsewhere, Lord Sugar responded to Morgan’s tweet regarding Boris Johnson’s u-turn on making NHS workers pay migrant surcharge to use the service.
Morgan tweeted: "We campaigned on @GMB for PM to scrap migrant NHS surcharge. He did. We'll keep doing our jobs, no amount of complaints to @Ofcom will stop us."
Obviously angry at the claim, Lord Sugar replied in a capped-up rant, tweeting: "YOU DELUDED PILLOCK TAKING CREDIT FOR THIS AND CAPTAIN TOM'S KNIGHTHOOD. WHO THE HELL DO YOU THINK YOU ARE?"
He went on: "It’s to the Prime Minister’s credit that he’s done so. YOU STILL WONT KNIGHTED."
The pair have always enjoyed a friendly rivalry but the friendship has taken a turn since Morgan’s hard lined questioning of the way the pandemic has been handled by Johnson’s government, which Lord Sugar has previously labelled "scaremongering".
Morgan has responded to the escalating nature of the feud by blocking Lord Sugar on Twitter, meaning he has not responded to the latest comments.