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Ian Wright has slammed Alan Sugar over his "foolish" and "laughable" tweets about the BBC's coverage of the Women's Euros. Watch the video below:
Sugar, 75, provoked outrage last week after complaining about a supposed lack of male commentators and pundits working for the BBC at the tournament.
"I am watching the women football and notice that ALL the commentators are women," Sugar tweeted.
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"I also note when men's football is on there is a symbolic female commentator to cover the broadcaster's arse. Should I complain there should be a male commentator in women's football."
BBC host Gabby Logan hit back: "We have plenty of men working on this tournament Lord Sugar, don't fret you're not being eradicated."
Sugar then reignited the row after former England striker Wright and Arsenal head coach Jonas Eidevall appeared on the BBC's coverage of England's 8-0 win over Norway on Monday night.
"I was pleased to see my old mate Ian Wright was given the opportunity to commentate on the ladies game last night," posted Sugar, quoting his previous tweet.
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"I wonder if my earlier tweet below touched a nerve. Of course BBC sport will say not at all, Ian was already lined up for it."
Wright himself has now hit back at Sugar with a video reply on Twitter, in which he claims the businessman's ego must be "out of control" if he truly believes his tweets.
"The tweet is just blowing up and it's doing my head in, I can't believe it," said Wright, while urging his followers to stop sending him Sugar's tweet.
"Alan, the thing is my friend, rather than saying 'I got it wrong, lots of men are working at all levels in the tournament', you doubled down which is complete f*****g foolishness.
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"In your mind you actually thought that after you sent that tweet the BBC phoned me up, never mind the fact that we've been ready to do this – I've been booked for a year. You genuinely think they said 'Ian, you've got to get back from Germany ASAP, Alan Sugar has tweeted and we can't upset him. We need to get you on.'
"You genuinely believe that happened? I need to know! That says to me that your ego is totally out of control. Where are the people around you to hug you bro? You need some hugs man. Coming on Twitter for attention like this. It's laughable, stop doing it to yourself."
Wright went on to joke that Sugar should continue his comments about women's football if it ensures the former Arsenal striker can continue to provide commentary on the Lionesses, who face Northern Ireland in their final group game on Friday.
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"I've got to say, thank you. Thank you man for that tweet. If it wasn't for you I would have missed one of the greatest ever England games that has ever been played," Wright added sarcastically.
"In all seriousness, I'm glad you're watching. And the only thing that you can find fault with doesn't even exist. I sit in rooms with ex-players belittling the women's game all the time. I'm so glad it annoys you and all of them.
"I hope you enjoy the rest of the tournament. Can you please tweet again so I can work on Friday. Please? God bless."
Topics: England, Football, Ian Wright
Rory O'Callaghan