Wigan Athletic chairman Dave Whelan has slaughtered sports goods rival and Newcastle United owner Mike Ashley.

The Geordies are staring at Championship football next season - stuck in the relegation zone, two points adrift of safety and with only eight games left to save their top-flight status.

And, according to Whelan, it will be no more than Ashley deserves for the lack of class he has shown since taking charge on Tyneside.

Whelan said: "When I first went there just after Mike Ashley had bought it he turned up in the boardroom in a pair of jeans, a pair of trainers and a replica shirt.

"Immediately he did that, the club's gone.

"You don't do things like that in football. He's got no class whatsoever.

"He's representing Newcastle United who were such a proud club.

"I immediately knew the supporters may want to have a pint with him on the terraces but basically he was not Newcastle United through and through. The Newcastle fans know that.

"Newcastle is a massive club who have had no success.

"You can't get a Tottenham fan buying Newcastle and letting people think he supports them.

"It's not right, there's no pride left in the club."

The two club owners have been at war over the future of JJB Sports with Whelan suggesting Ashley was putting 12,000 jobs at risk by trying to scupper his plans.

Whelan sold JJB Sports for £190m in 2007 but has now bought back its fitness clubs for £76m and renamed them DW Sports Fitness.

Wigan's home ground will be renamed the DW Stadium from next season.

Now the feud has spilled over on to the pitch and the Latics supremo is shedding no tears over his rival's woes.

Whelan blasted: "I don't trust Ashley as far as I could bloody throw him.

"I think he's got what he deserved. You don't go into a football club as big and proud as that and lower all the standards.

"When you walk in he clears the boardroom out and people walk in wearing football kit, replica shirts. You don't do that."