Lord Sugar has been shut down by Ian Wright, who called the entrepreneur "f****** foolish" for his tweets criticising the lack of male coverage for the Women's Euros.
Sugar controversially tweeted about how the coverage was female dominated last Wednesday as England kicked off the tournament with a 1-0 win against Austria, but Wright was in the studio as they recorded the biggest ever score line in the competition against Norway on Monday. England won 8-0 on a fine day for women's football, in front of a packed crowd at Brighton's Amex.
And Sugar tweeted again on Tuesday morning, claiming that his earlier tweet may have led to Wright being drafted in to join the panel on BBC Sport. But his theory has been slammed by Wright, who was furious with Sugar while branding him foolish in a savage rant.
Sugar speculated that he could have been one of the reasons that Wright was hired for Friday's game against Norway, as he wrote on Twitter: "I was pleased to see my old mate Ian Wright was given the opportunity to commentate on the ladies game last night. I wonder if my earlier tweet below touched a nerve. Of course BBC sport will say not at all, Ian was already lined up for it."
And now Sugar has received a response from his 'old mate', who absolutely slammed him in a video shared to his Twitter followers. Wright ranted in a two-minute video and said: "Alan, the thing is, rather than just say I got it wrong as lots of men are working at all levels of the tournament - you double down on some complete f****** foolishness.
"In your mind, you actually thought that after you posted that tweet the BBC phoned me up. Never mind the fact that we had been booked to do this for a year, you genuinely think that they've called up and said 'Ian, you've got to get back ASAP because Alan Sugar has tweeted and we can't upset him'.
"You genuinely believe that happened? "That says to me that your ego is totally out of control. Where are the people around you to hug you bro? You need some hugs man. Look at you coming on Twitter for attention.
"It's laughable, stop doing it to yourself. But I've got to say, thank you. Thank you for that tweet. Because if it wasn't for you I would've missed one of the greatest England games that's ever been played.
"The thing is, all seriousness, I'm glad you're watching. And the only thing that you can find fault in doesn't even exist. I sit in these rooms with ex players belittling the women's game all the time, I'm so glad it annoys you and all of them. Can you please tweet again, so I can work Friday?"
And the BBC team hit back at Sugar during the live coverage too, which may have sparked his latest tweet. The legendary Gabby Logan was joined by Wright and Alex Scott - and Robyn Cowen and Logan started off the war of words by saying: "We have plenty of men working on this tournament Lord Sugar, don’t fret you’re not being eradicated."
Cowen made a passing remark as she said: "That's a lovely shot of one of studio guests, Jonas Eidevall, one of the symbolic men. Good evening Lord Sugar."
Many records have been broken already this tournament as the women's game has been thrusted into a new light. And England women will be looking to bring the tournament home, and they've started off perfectly.
