Lord Sugar brands Piers Morgan 'deluded pillock' and makes Adolf Hitler comparison

Danny Thompson
Guest Lord Alan Sugar during filming of The Graham Norton Show at The London Studios in south London. (Photo by Yui Mok/PA Images via Getty Images)

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”.

Read more: Piers Morgan's mum becomes embroiled in Lord Sugar feud

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.

Piers Morgan seen on the red carpet during the Virgin Media BAFTA Television Awards 2019 at The Royal Festival Hall in London. (Photo by Keith Mayhew/SOPA Images/LightRocket via Getty Images)

"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."

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."

Read more: Piers Morgan defends himself against accusations he is a bully

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.