Broadcaster Piers Morgan taunted billionaire businessman Lord Alan Sugar over football during a six-hour lunch at the Club 55 restaurant in St Tropez this week following the resolution of their long-running feud.
Morgan, 61, who is a passionate Arsenal supporter, gloated over his team's Premier League victory while dining al fresco with Sugar, a prominent fan of rival north London club Tottenham Hotspur.
A live guitarist played the hit song We Are The Champions by Queen as the pair ate outside at the coastal venue. Morgan sang along and waved his arms in the air while recording a video to mock Sugar.
Posting the video online, Morgan wrote: "We are the Champions. (@arsenal ) No time for Losers. (@spursofficial ) @lord_sugar." Sugar stood beside Morgan during the song and gestured for the person filming to cut the video.
Reunion at St Tropez Restaurant
In another photograph shared from the gathering, the pair pulled faces and pointed fingers at one another, mimicking Sugar's signature pose from television. Morgan captioned the image with Sugar's famous catchphrase: "You're fired!"
Morgan praised the venue following their extended meal, writing: "Another magnificent 6-hour lunch at Club 55 - the greatest beachside restaurant in the world. Merci à Camille and all your wonderful staff at @leclub55offical - we had a blast."
Morgan was also joined at the French Riviera resort by family members, sharing a photograph alongside his sons Spencer and Albert.
History of the TV Feud
The public rivalry between the two media figures began in 2007 when Sugar fired Morgan during a celebrity special of Comic Relief Does The Apprentice. The dismissal sparked years of hostile exchanges on Twitter and frequent arguments during television broadcasts.
In 2019, Sugar mocked Morgan on social media after posting a picture with his own BAFTA award following a loss for Good Morning Britain, which Morgan declared a "travesty". Sugar posted: "Hi Piersy. Shame @gmb didn't get a Bafta. I think the team deserved one but it was the thought of you by the committee that let them down By the way I have 2 @piersmorgan."
Morgan previously targeted Sugar's appearance after television presenter Lorraine Kelly described the businessman as "gorgeous" during a broadcast. Morgan responded: "Despite efforts of his plastic surgery, that's not gorgeous."
Behind the Rivalry
Despite their frequent public clashes, the pair maintain a private friendship. Sugar attended Morgan's 50th birthday party four years ago and has previously addressed the nature of their relationship.
Speaking to The Mirror, Sugar said: "Look, lets make it very clear here. He insults me on Twitter - but there's actually a certain comerarderie on there because I look after him. When people say, 'You're not fit to live with the pigs,' I come back and say, 'Well, no stop it because he is!'"
The trip to St Tropez is not the first time the duo have dined together at the French resort. In 2019, they shared a meal at Club 55 alongside actress Joan Collins, with Morgan captioning a photograph of the group as "A Dame, a Lord and massively under-honoured human being."
During that same 2019 trip, Morgan posted a photo smoking a cigar with his arm around Sugar, jokingly referring to the pair as "El Chapos."
