Lord Sugar Signs Three-Year Deal to Continue on The Apprentice as Show Approaches Milestone 20th Series

The iconic business tycoon, who will celebrate his 80th birthday during the next series, is already contracted to feature in the show's landmark 20th series next year.

Now, with his latest contract, he’ll continue on the show for another three seasons, further cementing his place as the face of the British business competition.

In an exclusive interview with the BBC's Amol Rajan, the 77-year-old revealed the deal, reflecting on the enduring success of the programme.

For 19 years, The Apprentice has dominated the Thursday evening TV slot on BBC One, despite growing criticisms that its impact is now less pronounced. Lord Sugar acknowledged that the show’s influence has waned, noting that the buzz around it "falls like water off a duck’s back these days."

However, he remains "absolutely" proud of the show’s legacy.

Since its inception, The Apprentice has been a high-stakes test of business acumen, where winners walk away with a £250,000 investment in exchange for half of their business. Lord Sugar, who was already a multi-millionaire when he took on the role, insists that his decision to join the show wasn’t motivated by money.

"When I took the job on The Apprentice, I was already a multi-millionaire. I didn’t do it for the money," he said.

Over the years, Lord Sugar has become synonymous with his no-nonsense approach, immortalised by his trademark "You're fired!" and "You're hired!" catchphrases.

Yet, he has faced criticism for playing up to the cameras. Defending his approach, he told Rajan, "This is me, mate. I’m promising you. I’ve sat on the production line, I’ve made stuff, packed boxes, loaded lorries, delivered, and collected money.

“Every single facet of business, I have done it all. So, when I sit there with these budding entrepreneurs, I can interrogate them properly."

But why did he say yes to The Apprentice all those years ago?

According to Lord Sugar, it was Donald Trump’s American version of the show that piqued his interest. "I have a home in Florida, and all the people were telling my wife, 'This is the greatest TV show ever,'" he explained. "So, I knew of it."

He also made it clear that there is no comparison between himself and the former U.S. president. "There’s no comparison. He’s nothing like me, and I’m nothing like him," Lord Sugar stated.

Throughout the years, The Apprentice has been notorious for its tough standards, with several contestants walking off the show, often before they could be fired.

Reflecting on this, Lord Sugar remarked, "I realised they’re going to jump before they’re pushed in some cases." He also pointed to Katie Hopkins, a former contestant, as someone who could have won had she not walked away.

Looking back at the evolution of the show, Lord Sugar believes the motivations of contestants have shifted. Many now apply to gain social media fame rather than to secure a job with him. "I spot them straight away, and that’s why they never become the winners," he concluded.

As The Apprentice moves into its 20th series, Lord Sugar’s decision to stay on for another three years ensures that the show will continue to be a fixture in British TV culture for years to come.