For two decades, he has been the formidable figure delivering the iconic "You're fired" verdict in the BBC's boardroom. Now, Lord Alan Sugar has directed his trademark blunt criticism toward the broadcaster itself, accusing it of inadequate promotion for the upcoming series of The Apprentice.
A Billionaire's Broadcast Grievance
Despite recently confirming a three-year contract renewal with the BBC, the 78-year-old billionaire businessman expressed significant frustration during a preview screening for the show's twentieth series. Appearing via Zoom, Lord Sugar lambasted the corporation's promotional strategy, particularly its reliance on vague trailers announcing the programme was merely "coming soon."
"If they [the BBC] were in my boardroom, they'd be fired," he declared, drawing a direct parallel to his television persona. He acknowledged the BBC had invested "quite a bit of money" in marketing but argued the failure to specify the premiere date of January 27th was a critical oversight. When a host suggested the ambiguity might be a tactical move to thwart rival scheduling, Lord Sugar dismissed the idea with characteristic candour: "No, they're not that clever."
Contestant Controversies Cast a Shadow
The promotional dispute unfolds against a backdrop of persistent scandals involving The Apprentice contestants, which insiders reveal have placed BBC bosses under pressure to consider axing the show. The production's vetting process has repeatedly come under fire in recent years.
In 2019, contestant Thomas Skinner's past conviction for handling stolen goods and possessing diazepam pills emerged. More recently, Dr Asif Munaf was removed from a spin-off show in 2024 following accusations of posting anti-Semitic content online.
The latest controversy involves Levi Hague, a 33-year-old HGV driver and former RAF serviceman set to appear in the upcoming series. It was revealed last week that he posted a series of racist and sexist comments on social media over a decade ago, referring to Muslims as "dirty" and using derogatory terms for women and police officers.
Mr Hague has since issued a public apology, stating the posts "are not a reflection of the values I uphold today" and expressing deep regret for the offence caused.
BBC Points Finger at Production Company
The episode has reportedly strained relations between the BBC and the show's long-time production company, Naked, a subsidiary of Fremantle. When questioned by the Daily Mail about how Mr Hague's social media history was overlooked, the BBC explicitly shifted responsibility.
A Corporation spokesman stated: "We were completely unaware that this contestant had made such abhorrent comments. We have asked the independent production company to fully review the social media checks undertaken, given the process has clearly failed in this instance. The views presented are totally unacceptable and we are taking this extremely seriously."
This public rebuke of the production partner underscores the severity with which the BBC views the latest in a string of vetting failures, even as Lord Sugar assures audiences of his continued presence for three more series.
