The Apprentice’s Lord Alan Sugar brutally mocked BBC presenter Roman Kemp after watching him host The One Show.

Lord Alan Sugar issued a brutal dig at Roman Kemp (Image: BBC)

Lord Alan Sugar and The One Show presenter Roman Kemp were embroiled in an unlikely feud after The Apprentice star mocked the 32-year-old’s hair. The businessman kicked off the waring spat on X, formerly known as Twitter, after sharing his unsolicited opinion about Roman’s hair.

After watching an episode of the BBC talk show, Alan remarked: “What a weird haircut Roman Kemp has. I know I am a bit old and out of touch with some things, but what is it? @BBCTheOneShow (sic).” After starring live with his co-host Alex Jones, Roman boldly responded: “I’ve no idea on the true name Lord Sugar, please feel free to suggest one.” The Amstrad founder shared his verdict and brutally suggested: “Dead beaver Davy Crocket,” to which Roman replied with a string of laughing face emojis.

Roman Kemp hosts The One Show with Alex Jones (Image: BBC)

Roman embraced the criticism as he took to Instagram to share screenshots of Lord Sugar’s interaction, alongside the caption: “Well… we’ve peaked. My hairs now been fired (sic).”

The former Capital FM presenter also threw his own jab at Lord Sugar by posting a throwback photograph of the 78-year-old, seemingly mocking his choice of hairdos.

Fans were left tickled by their spat, as one commented: “Tell me you’re a bored billionaire without telling me you’re a bored billionaire.”

Another added: “He only wishes he was as handsome as you at your age. I’d take it as a compliment that he’s so bothered.” While a third remarked: “Think it’s time someone said you’re fired to Alan Sugar.”

Another fumed: “What a weird grandad comment? Hair looks fine to anyone from the 21st century.

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This comes after Roman recently opened up about being “terrified” of sharing his private life on social media. The presenter is one of the UK’s most popular personalities, boasting 1.4 million Instagram followers and a further 450,000 on TikTok.

Alongside the BBC talk show, he also presents the game show The Finish Line and fronted Capital Breakfast for seven years.

Speaking to Tom Grennan on their BBC You About? podcast, the 32-year-old detailed the unexpected troubles being in the public eye, saying: “I’m terrified of doing it because I just think that you’re letting everyone in. I struggle with it because I want people to know me. I’m not horrible, but I also want my private life.

“It’s also for the protection of other people. I think you wouldn’t mind having your life on it but if there are people who are in your life, who aren’t in the public eye, it’s more for them.

“I also don’t want to be sat there thinking, ‘This would be a great Instagram picture.’ I don’t want to live my life like that,” Roman added.