Lord Sugar explains why Celebrity Apprentice format wouldn’t work for main show – and why it must remain as festive specials

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Lord Alan Sugar is returning to the boardroom this Christmas, but instead of hopeful entrepreneurs, he’ll be challenging a group of celebrities.

Later this month, twelve celebrities will travel to Lapland to compete in a festive baking challenge: creating a magical gingerbread biscuit. They’ll then pitch their creations to major UK retailers, who will, for the first time ever on the show, sell the winning biscuit in stores nationwide. A portion of the profits will be donated to BBC Children in Need.

Rob Rinder, Jake Wood, Eddie Kadi, JB Gill, Thomas Skinner, Matt Morsia, AJ Odudu, Kadeena Cox, Charlie Hedges, Sarah Hadland, Shazia Mirza, and Angela Scanlon will be divided into two teams of six to demonstrate their business skills.

The Apprentice has featured celebrities before, but this is the first time contestants’ products are being sold in stores. There’s a key reason why this wouldn’t work on the regular version of the show…

Although one team once received an order from a supermarket for a biscuit they made on the show, usually products are sold during the week they’re featured and the competition moves forward.

Karren Brady pointed out that viewers are seeing the show after the products featured are already on sale. Unlike the main part of the series, where tasks are filmed continuously each week, there’s a delay between filming and broadcast.

There’s a delay between filming and release, which makes it harder to respond quickly and make changes.

Lord Sugar noted that the celebrity version of the show sees contestants competing with more enthusiasm and a stronger desire to win, likely because they aren’t playing for money like the regular contestants.

You know, it’s not about money for these actors – there aren’t any deals or business partnerships happening with me. What really drives them, I think, is that competitive spirit – that same desire to do excellent work. It’s pure pride, really, wanting to deliver a great performance and make sure the final product is something they can be proud of. They clearly want to come across well and they consistently nail it.

For the general public version, participants will compete for the chance to become my business partner and receive a £250,000 investment.

Surprisingly, celebrities are very dedicated and try their best to succeed.

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2025-12-08 03:34