Lord Sugar
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Why Lord Sugar is 'a teddy bear'

The Apprentice returns to BBC One on Wednesday 6th October, with 16 budding tycoons flexing their entrepreneurial muscles. This year Lord Sugar is taking on the recession, considering candidates who have been made redundant or had businesses fail.

Lord Sugar talked to BBC Breakfast about the new series and how his real-life persona differs from that on television.

  • 06 Oct 2010