ITV World Cup pundit accused of wearing a wig by Sir Alan Sugar

During the ITV World Cup coverage, Sir Alan Sugar made a bizarre accusation against pundit Roy Keane. Sugar claimed that Keane was wearing a wig, an assertion that has divided opinion. This unusual confrontation occurred live during the tournament broadcasts, with Sir Alan Sugar targeting the former footballer with the specific claim. The incident has drawn attention as a strange moment within the wider context of the World Cup reporting and punditry on the network.