Former Crystal Palace owner Simon Jordan has aimed a subtle dig at Tony Bellew ahead of his expected entry to the I'm A Celebrity jungle - and revealed he once turned down an offer to appear on the show.
The latest edition of the reality TV show launched on Sunday, with contestants including former Brexit Party and UKIP leader Nigel Farage, ex-EastEnders star Danielle Harold and JLS singer Marvin Humes.
But it hasn't proved popular with viewers thus far, recording an average of seven million viewers on launch night - said to be the lowest amount since the first series of the show in 2002.
As per tradition, two more celebrities will enter the Australian jungle as 'latecomers', with reports indicating that former boxer Bellew and legendary jockey Frankie Dettori will be joining the other 10 contestants this year.
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But Jordan, who has been involved in numerous verbal feuds with Bellew over the years, has aimed at a subtle dig at the Liverpool-born fighter and Everton fan when revealing his own reaction to being approached by the show's bosses.
Speaking on talkSPORT, he revealed: "Yes [I have been asked to go on]. I think it's a show for feeble-minded people, and I was insulted to be asked. I was literally insulted to be asked.
"And I said, 'Why are you asking me? This is a show for morons'. I think it was 2011 or 2012.
"But Nigel is getting [a reported] £1.5 million, so that might have changed a few people's minds about the moron side of things!
"No [I wouldn't go on for that amount of money]. Michelle [Dewberry, Jordan's wife] asked me last night because she's friendly with Nigel. I was forced to watch it because she wants to see what he's going to endure.
"I was sat there looking at it, and thought, 'Not even if you shut my proverbial in a car door and dragged me to the studio, would I want to go on that show'.
"I was watching it and thinking, 'My word'. But there you go. Entertainment comes in all different guises, doesn't it?"
It seems safe to say we won't be seeing Jordan appear on I'm A Celebrity anytime soon.
What are your thoughts on this year's edition of I'm A Celebrity? Let us know in the comments.
Topics: Simon Jordan, Tony Bellew, Boxing
Ryan Smart