Business titan Lord Alan Sugar delivered a brutally funny swipe at his long-time rival Piers Morgan during the finale of Celebrity Apprentice on BBC One, leaving contestants in hysterics.
The Boardroom Dig That Had Everyone Laughing
The festive special of the show, which concluded on Tuesday 30 December 2025, saw one team enlist Piers Morgan's help to endorse their product—a Christmas biscuit named Jolly McTrouble. In a pre-recorded video message, Morgan praised the cookie, stating: "If ever there was a biscuit with my name on it, it is this one."
However, Lord Sugar, 78, was quick to challenge this claim in the boardroom. To a chorus of laughter from celebrities including Kadeena Cox, Sarah Hadland, JB Gill, Rob Rinder, and Jake Wood, the Amstrad founder retorted: "No, a biscuit with his name on should be Jammie Dodger actually. Or the post-watershed name would be Hob Kn**head maybe." The remark was met with applause and marked a fresh chapter in the pair's frosty relationship.
A Feud Years in the Making
The animosity between the two media personalities dates back years, originating from Lord Sugar's claim that he gave Morgan his "big break" in showbusiness via an appearance on Celebrity Apprentice. Morgan has consistently disputed this, notably posting on social media in 2024 that Simon Cowell had given him a "slightly bigger break" on America's Got Talent.
The feud was further inflamed when Lord Sugar fired Morgan from a previous UK Celebrity Apprentice, criticising his "demeanour". More personal attacks followed during the coronavirus pandemic, with Sugar criticising Morgan's work on Good Morning Britain. Earlier in 2025, Morgan even referenced Donald Trump—who once hosted the US version of the show—in a cheeky birthday message aimed at Sugar.
Challenge Lost and a Project Manager Fired
Despite the laughter, the team that featured Morgan's endorsement, led by project manager Rob Rinder, ultimately lost the challenge. In the boardroom, aide Karen Brady said Rinder "had no clear plan".
Addressing the barrister and TV personality, Lord Sugar said: "You admit yourself you gave your team no clear direction... It is with regret that you're fired." The team had also received support from other celebrities like Olivia Colman, whom Sugar thanked for giving up their time.
The show, a staple on BBC One since 2005, is gearing up for its 20th mainstream series, with this celebrity edition fuelling plenty of social media chatter following its broadcast.
