Simon Jordan unleashed a furious rant after hearing about Erling Haaland's proposed £500,000-per-week transfer to Manchester City.
Reports earlier this week claimed the Borussia Dortmund striker is set to join City this summer with the Premier League giants ready to activate his £63 million release clause.
The 21-year-old is in line to become the league's highest paid player and Jordan labelled the figures mooted 'ridiculous' on talkSPORT.
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"We are already in the territory of ridiculous level of a return for footballers," the former Crystal Palace owner declared.
"I don't begrudge anybody making money, people deserve to be successful. And in their field if they’re good at what they do, they should get rewarded.
"But we are getting into the level of what footballers are getting paid, it’s ridiculous.
"Now I don’t know whether this is £500,000-a-week after tax or £500,000-a-week before tax, either which way, we are moving into a territory of obscene amounts of money."
Haaland's agent, Mino Raiola, is said to be commanding a large fee in any transfer.
The Norway international is regarded as one of the world's elite forwards already and has a whopping 82 goals in 85 appearances for Dortmund.
His father, Alf-Inge, is a former City midfielder and is said to be involved in the transfer.
Haaland's release clause has been public knowledge for over a year and Europe's elite have circled for his signature.
City are now favourites to end their search for a centre forward after seeing club legend Sergio Aguero depart last summer.
Pep Guardiola was keen to sign Harry Kane from Tottenham Hotspur, but a £100 million outlay on Jack Grealish earlier in the transfer window meant they couldn't give in to Spurs chairman Daniel Levy's demands.
Jordan continued: "No one should really want this, we throw these figures around in a country that’s got food banks up the ying yang, as if 500 grand a week on a footballer is just something we should all accept.
"They’re not worth it, he’s not worth £500,000-a-week, and these players that are getting paid this kind of money aren’t worth it.
"Back in the day when people were making lots and lots of money, do you know what the key component was? You had to be really, really, really good.
"And it seems to me now in football, you can be quite average and become a multi-multi-millionaire."
He went on to add Haaland isn't a mediocre player, but stressed his wage demands will create an unbalance further down the league.
Guardiola was asked about Haaland's transfer ahead of City's 3-0 win over Brighton on Wednesday and refused to comment.
Topics: Erling Haaland, Manchester City, Premier League, Borussia Dortmund
Daniel Marland