Television presenter Piers Morgan has leveraged his long-running and very public feud with former Tottenham Hotspur chairman Lord Alan Sugar for a vital cause, starring in a new awareness campaign for prostate cancer screening.
North London Rivalry Takes a Charitable Turn
The famed Arsenal supporter, who has frequently clashed with the Tottenham-backing Apprentice star on social media, put their differences aside for a good cause. The new advertisement, created by bookmaker Paddy Power in aid of Prostate Cancer UK, features a fictional text exchange between the two personalities.
In the clip, Morgan receives a message purportedly from Sugar which reads, 'You'll still bottle the league' – a classic dig at Arsenal's title challenges. Morgan, never one to back down, fires back with the retort 'North London is red', referencing Arsenal's dominant 4-1 victory over Spurs at the Emirates Stadium earlier in the season.
The Campaign's Serious Message Behind the Banter
The humorous setup then follows Morgan on his way to a prostate screening appointment. True to his provocative persona, he is shown spitting out vegan sausage rolls and handing copies of his book 'Woke Is Dead' to fellow patients in a doctor's waiting room.
The core message of the campaign is delivered when Morgan expresses relief at the screening process. He learns that the test for early signs of prostate cancer is not what he initially feared. The advert stresses that a simple Prostate-Specific Antigen (PSA) blood test is all that is needed, cheekily adding the line 'not all pricks are unbearable' in a direct address to Morgan. The PSA test measures a protein made by the prostate gland and can help detect cancer, an enlarged prostate, or infection.
Ongoing Support for a Vital Cause
Paddy Power has a sustained partnership with Prostate Cancer UK, frequently using its sponsorship platform at the World Darts Championship to support the charity. Earlier in December 2025, the company announced it would give away 10,000 dartboards to fans who donated to Prostate Cancer UK through its Darts of Destiny JustGiving page.
This latest campaign with Piers Morgan, launched on 17 December 2025, aims to use humour and celebrity to break down barriers and encourage more men to take a few minutes for a potentially life-saving check. The ultimate goal is to demystify the process and highlight the ease of the PSA test, urging men to assess their risk proactively.
