Piers Morgan has become embroiled in another war of words with arch nemesis, Lord Alan Sugar.
The Good Morning Britain host stoked the fire when he posted an old billboard pic of his US show, Piers Morgan Tonight, and he manged to take a swipe at Lord Sugar in the process.
Reminiscing, 54-year-old Piers wrote: “#tbt When it comes to billboards, size is everything. This monster was in Times Square, NYC for weeks. I used to walk down and stand below it, chuckling to myself and hoping people would tweet it to Lord Sugar.”
The 72-year-old Apprentice boss soon took the bait.
He retaliated by branding Piers “pathetic” for reminiscing about his axed show.
Lord Sugar even likened the outspoken broadcaster to a washed up actor!
He replied to Piers with: “You are like an old Hollywood movie star reflecting back on his past. Pathetic.”
Fans found the millionaire businessman’s jibe hilarious.
One wrote: “@lord_sugar cracking banter between you pair…😆👍,” while a second added: “@lord_sugar throwing the heat 🔥🔥🔥🔥💃💃.”
A third added: “@lord_sugar 😂😂😂😂 brilliant👏👏👏.”
Read more: Piers Morgan issues stark warning to Prince Harry
Piers’ US chat show was dropped in 2014 after ratings plummeted.
He’s currently sunning himself in Los Angeles while he takes a break from hosting GMB.
Read more: Piers Morgan shares sweet pic with his youngest son as he marks milestone
The two men have had an ongoing battle of the banter for years now.
The long-time rivals have often traded insults on social media.
In 2016, Lord Sugar raised the stakes when he tweeted that Piers was “the biggest clown” on GMB.
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