Lord Sugar has reignited his feud with Piers Morgan by taunting him about his ITV chat show losing viewers.
The Apprentice star and Piers have long been embroiled in a bitter feud on Twitter and Lord Sugar has announced he has donated £5,000 to Great Ormond Street Hospital to mark the fact Piers Morgan's Life Stories shed over half a million viewers on Sunday night.
Sugar tweeted Morgan saying: "The official undisputable [sic] figures for your show on Sat night are started with an audience of 4.38mil and finished with 3.68.
"Losing audience bad news! InTV biz its a failure when viewers tune out during transmission. You started with X factor dreg ends at 4.5m ended with 3.6m.
"I am sending GOSH £5k now anyway to just to celebrate the real news on Piersys show. Its worth it!"
But Morgan hit back, slamming the ratings figures for The Apprentice and claiming Life Stories had a higher average viewing figure.
He wrote: "Stop your 'schmoozing, lying and bulls****ing' @Lord_Sugar.
"I knew you were a bad loser, but this really is pathetic. You got annihilated, just man up and admit it. And in 'TV biz' it's not a 'failure' if you get only 4.1m at 9pm on BBC1 - it's a 'fiasco'. #RatingsTaxiForAlan."
The pair - who support rival football teams Arsenal and Tottenham Hotspur - have long been enemies, ever since Lord Sugar fired Morgan from Comic Relief Does The Apprentice in 2007.
Last year they began a feud on Twitter and competed to get the most followers by Christmas Day, with the loser pledging to give £5,000 to Great Ormond Street Hospital. Morgan lost and donated £10,000, while Sugar pledged £50,000 to celebrate his victory.