The out-of-contract Portugal international aimed a verbal volley at Sullivan, who has been critical of the West Ham squad at times during the season.

Boa Morte told Match of the Day: "Mr Sullivan should have a bit more composure when he talks and when he goes to the press to hammer the players.

"He should be a bit more steady. The fact you have the money, it doesn't mean you can do whatever you want."

But the 32-year-old phoned Sullivan today to apologise for his outburst and the conversation, according to West Ham, was "cordial".

The club also reported that Boa Morte accepted his comments had been based on a "misunderstanding of the facts" and in a moment of high emotion.

Boa Morte had scored on his comeback to the West Ham side after a year spent recovering from knee ligament damage. Sullivan insisted the matter is now closed.

"I greatly admire Luis as a player and he takes the passion he shows on the pitch into his personal life," said Sullivan.

"Like me occasionally it boils over - so I know exactly where he is coming from."

Sullivan has not been shy in criticising the West Ham players since he and David Gold bought a 50% stake in the club in January, and injected £20million that saved the Hammers from administration.

In March, Sullivan wrote an open letter to supporters after West Ham's defeat to Wolves, blasting the performance as "pathetic" and "shambolic" which did not go down well with manager Gianfranco Zola or the players.

In yesterday's match programme Sullivan wrote that "the current team and management know that what they have delivered was below the expectations at the start of the season".

Zola's relationship with Sullivan and Gold has been frosty and it recently emerged the owners had been conducting transfer business behind the manager's back.

Zola is contracted at West Ham until 2013 but he will meet Gold and Sullivan tomorrow discuss his future at the club.