Lord Sugar hits out at ‘The Apprentice’ critics as series returns

'Apprentice' boss Alan Sugar accuses critics of jealousy

Lord Sugar has hit out at critics of The Apprentice as the show prepares to return for a new season.

The hit reality business show returns for a new competition next Tuesday (May 10), and this year’s contestants were revealed today by the BBC.

This year will see the stakes raised. While in the past the winner was given a job in Sugar‘s organisation, this year’s champion will receive a partnership, with £250,000 investment in the business of their choice.

And the outspoken entrepreneur has taken the opportunity to blast those who criticise the show as being unrealistic.

He told the Radio Times: “We have to accept that in order to produce a programme that is interesting, there has to be a certain amount of drama. What really sickens me is when journalists talk to other leaders in the industry and ask them, ‘Do you ever watch The Apprentice? Mr Chief Executive of Large Supermarket/Large Fashion store and they say, ‘It’s rubbish. If I did things like this I’d be fired! It’s not real business, blah blah blah.”

Sugar continued: “Those comments are really, ‘Why didn’t the BBC ask me to do The Apprentice? Because yes, that is my style you see on TV. I’m not an actor, that’s why the way I do business. And the point I would make is if you look into my companies you will find people who have worked for me for years – there is one bloke who has worked for me for 44 years.”