Lord Alan Sugar moaned he was asked a "stupid question" as Dan Wootton interviewed him in the GB News launch on Sunday.
The Apprentice star was discussing football players taking the knee on the new 24-hour channel, after many players did so before England played Croatia on Sunday.
The gesture is done as a stance against racism both in football and in the wider society, and Dan and Lord Sugar were complaining about it.
"Oh, I think it’s ridiculous," said Lord Sugar.
"If the players want to take the knee and want to make the statement, let them do it."
Dan asked: "Have you taken the knee?"
"Where would I take the knee? In Sainsbury’s?" replied a rattled Lord Sugar.
"Well, Keir Starmer seems to have done it in an office," Dan replied.
"What a stupid f****** question, honestly, I don’t play football, why would I take the knee?" demanded Lord Sugar, who went on to criticise Dan's newspaper, The Sun.
The GB News launch was also marred with technical difficulties as the opening interview by Neil Oliver was inaudible and viewers could hear the producers whispering to each other.
Dawn Butler MP tweeted: "Office insisted I watch a bit of GB news. So I tuned in. How comes the set up is so crap? It's soo cheap, Sound quality is poor.
"Text at the bottom of the screen looks like it was done by a 7 year old. I thought they pumped money into this."
"Sky, BBC and ITV must be delighted with GB News as they have inadvertently shown how hard it is to make good news TV," added another.
"I also think maybe Alan Sugar as an interviewee has put the nail in the coffin for tonight’s show.
"Already commented on ‘how stupid’ some of the questions he’s being asked are, and now has slated The Sun to Dan Wootton’s face. You really can’t write this," wrote a third.
* GB News is available on Sky on channel 515, Freeview channel 236 and Virgin Media channel 626
