TV titans Piers Morgan and Lord Alan Sugar have reignited their heated feud in a blistering new social media attack. The Uncensored host was dubbed “incontinent” by The Apprentice bigwig in a testy posts on X, formerly known as Twitter, appearing to reignite their notorious rivalry. Celebrating his own birthday, Lord Sugar took the opportunity to suggest that his frenemy Piers was incontinent, blasting: “@piersmorgan its my birthday today Piersy (78). I know you are trying hard to get me a stainless Rolex daytona let me know when you have it.

"I understand you are reaching the big 60 on the 30th are you eligible for your pension now. You can get you incontinence pants free now on the NHS”. Morgan, not one to hold back on his opinion – replied, penning: “Happy birthday, my Lord. I’m staggered that the age gap between us is only 19 years. You look about 10 years older than Trump who’s your age.” Fans were stunned at the exchange, taking to the comments to weigh in.

“Happy birthday to Lord Sugar! That 19 year age gap might be small, but the shade you're throwing is massive, Piers,” said one fan. Another penned: “You and lord sugar look the same age”. A third chimed in: “Piers Morgan is trying to mock Lord Sugar's age, but he looks older than President Trump, who is the same age as Lord Sugar. It seems that Mr. Morgan is reaching his 60th birthday soon and should start planning for his pension, just like everyone else.”

It all began back in 2020, when Piers still hosted Good Morning Britain. The pair had initially been friends, and traded playful barbs on the show, until Piers fiercely held government ministers to account on his show when the first failings to respond to the pandemic emerged. Lord Sugar tweeted at the time: "What minister in their right mind would want to go on @gmb to be abused and bullied by @piersmorgan." He also told The Sun: "It’s terrible reporting, I’m sick and tired of him, he’s doing it for his own profile."

Piers labelled his former friend a "disgrace", while Alan called him an "obnoxious t***er". Alan compared Piers to Hitler, claiming he didn't really "give a s**t" about the topics he was ranting about but that he just used them to get people on his side. When Piers criticised people for sunbathing in the first lockdown, Lord Sugar tweeted: "I can’t for the life of me understand what @piersmorgan is on about in respect to sunbathing." To this, Piers replied, branding him "reckless and stupid".

Piers also fired back at Lord Sugar's boast that he gave him his "big break" on The Apprentice way back when, scoffing at the idea and claiming he was already a star on America's Got Talent, thanks to Simon Cowell. Morgan quipped that Sugar "begged him" to appear in a Comic Relief Apprentice episode was small potatoes compared to his major U.S. gig.