The former Birmingham City overseer made waves earlier in the week when he dubbed the team "pathetic" in an open letter after their embarrassing 3-1 defeat to Wolverhampton Wanderers.
And while he and his partner David Gold have thrown their support behind manager Gianfranco Zola, the Hammers' underperforming stars have had to deal with still more criticism from the top.
It is said that Sullivan interrupted a team meeting on Thursday to tell the players first hand just what he thought of them, an act that sent Upton Park into an uproar.
Only the intervention of Steve Clarke prevented the spectactle from turning into an altogether uglier scene, with the assistant manager ushering Sullivan away from the enraged players.
Of the incident, Zola is quoted as saying: “It’s not necessary to get into the details. It’s important we focus on what we have to do in the game [this weekend] rather than anything else.”
West Ham, who are diving towards the relegation zone, will face Stoke City on Saturday afternoon.
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