Lord Alan Sugar has sparked a lively debate on social media after questioning whether Roy Keane could be wearing a wig during ITV’s World Cup coverage.
The former Tottenham chairman took to X to post the message, with fans left divided.
Keane has been one of ITV’s standout voices throughout the tournament, regularly making headlines for his brutally honest assessments, including another scathing verdict on England despite Thomas Tuchel’s side finishing top of their group.
But Sugar decided to comment on something entirely different.
The 79-year-old businessman posted: “Does anyone think the triangular section of hair on Roy Keane’s forehead is a wig as it looks a different colour?”
The remark quickly attracted a flood of responses, with football fans split over Sugar’s observation.
Some believed the former Apprentice star had raised a fair question.
Lord Alan Sugar has sparked a lively debate on social media after questioning whether Roy Keane could be wearing a wig during ITV’s World Cup coverage
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ITV
Does anyone think the triangular section of hair on Roy Keane forehead is a wig as it looks a different colour .
— Lord Sugar (@Lord_Sugar) June 26, 2026
“Yeah, that’s mad. I was thinking the exact same,” one user replied.
Another added: “Finally, someone has said it, & it’s Lord Sugar.”
Others, however, dismissed the suggestion entirely.
“No, defo his natural hair,” one supporter responded.
Another questioned why Sugar had chosen to focus on Keane’s appearance, writing: “Why are you obsessed with Roy Keane’s hairline?”
A further fan simply joked: “Lord Sugar with another banger.”
Keane has become one of the most talked-about pundits at the World Cup thanks to his uncompromising analysis.
During England’s final group match against Panama, the former Republic of Ireland captain criticised the Three Lions after a frustrating first half in which they struggled to create chances against stubborn opposition.
Thomas Tuchel’s side eventually ran out 2-0 winners thanks to Jude Bellingham’s opener and Harry Kane’s record-breaking goal after the break, but Keane was unimpressed by what he had seen before half-time.
Roy Keane criticised England despite their win over Panama at the World Cup
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GETTY“There’s something lacking, that intensity,” he said on ITV.
“And sometimes when you’re playing a team with a lot less quality, you’re going to get dragged down to their level.
“Their top players haven’t turned up. The key to any team is your end product, and they look well short at the moment.
“The players who have the quality aren’t showing it. It’s just like watching Scotland, real lack of quality.”