Alan Sugar

Alan Sugar
Alan Sugar
Born	Alan Michael Sugar; March 24, 1947 (age 79); Hackney, East London, England
Other names	Baron Sugar
Occupation(s)	Entrepreneur, media figure, author, political figure, consultant
Years active	1968–present
Known for	Founder of Amstrad; chairman and part-owner of Tottenham Hotspur; presenter of The Apprentice (UK); member of the House of Lords
Notable work	The Apprentice (BBC series)

Alan Michael Sugar, Baron Sugar (born 24 March 1947) is a prominent British entrepreneur, media figure, author, political figure, and consultant.

In 1968, Sugar established the consumer electronics firm Amstrad, which became his foremost business enterprise. He divested his final shares in the company to BSkyB in 2007 for £125 million. Additionally, he held the roles of chairman and part-owner of Tottenham Hotspur Football Club from 1991 until 2001, later selling his remaining stake in 2007 for £25 million.

Sugar is widely recognized as the presenter and "Boss" on the BBC’s reality competition series The Apprentice, which has aired annually since 2005 with the exception of 2020 and 2021. He also served as the lead figure on The Celebrity Apprentice Australia broadcast on Australia’s Nine Network during 2021 and 2022.

Appointed to the House of Lords in 2009 as a Labour peer and significant donor to the party, Sugar departed from Labour in 2015 and subsequently aligned with the Conservative Party. The Sunday Times Rich List identified him as a billionaire in 2015. By 2021, his wealth was estimated at £1.21 billion, placing him as the 138th wealthiest person in the United Kingdom.

Early life

Born on 24 March 1947 in Hackney, East London, Alan Michael Sugar came from a Jewish background. His father Nathan worked as a tailor in the clothing sector. His maternal grandparents originated from Russia, while his paternal grandfather hailed from Poland. Sugar’s paternal grandmother, Sarah Sugar, was London-born to Polish parents.

Raised in a council flat, he earned the nickname "Mop head" due to his curly hair. His education included Northwold Primary School and Brooke House Secondary School located in Upper Clapton, Hackney. To supplement his income during school years, he worked at a greengrocer’s shop. Leaving school at age sixteen, he briefly took a position as a statistician within the Ministry of Education.

Amstrad

At just 21 years old in 1968, Sugar launched Amstrad using £100 saved through Post Office accounts. The company initially sold radio antennas and electrical products directly from a van. The name Amstrad originated by combining his initials with the first four letters of "trading": A'lan Michael Sugar Trading. By 1970, Amstrad began manufacturing injection-moulded hi-fi turntable covers, which reduced production expenses compared to competitors utilizing vacuum forming techniques. During the mid-1970s, the company expanded into audio amplifiers, cassette players, and radio tuners—often offering products at lower prices than rivals.

Amstrad went public on the London Stock Exchange in 1980. Throughout that decade, it consistently doubled its profits and market valuation year after year. In 1984, Amstrad introduced the Amstrad CPC 464 home computer to take advantage of increasing demand in that sector. Despite facing competition from models like the Commodore 64, Sinclair ZX Spectrum, and BBC Micro, it sold three million units globally over eight years. The following year saw the launch of the cost-effective Amstrad PCW 8256 word processor priced just above £300—significantly less expensive than alternatives such as the Apple Macintosh Plus.

In 1986, Amstrad acquired Sinclair’s computer product range and produced updated versions of the ZX Spectrum alongside its own PC1512 compatible computer that gained popularity across Europe. By 1988, Sugar was acknowledged as one of the foremost entrepreneurs alongside figures like Jack Tramiel.

During the 1990s, Amstrad faced difficulties when faulty Seagate hard drives harmed its PC reputation, resulting in a $153 million damages award later reduced through settlement. The company shifted its attention toward portable computing devices and ventured into gaming consoles with the commercially unsuccessful Amstrad GX4000, which was outperformed by Sega Genesis and Super NES systems. In 1993, Amstrad released the PenPad PDA and expanded by acquiring Betacom and Viglen to focus more on telecommunications. It also introduced combined telephone and email gadgets under the e-m@iler brand; however, these products achieved limited commercial success.

On 31 July 2007, broadcaster BSkyB agreed to purchase Amstrad for approximately £125 million. Although Sugar wished to remain involved with Amstrad’s operations, he resigned as chairman on 2 July 2008 to concentrate on other business ventures.

Tottenham Hotspur

Following a contested ownership struggle with Robert Maxwell over Tottenham Hotspur, Sugar joined forces with manager Terry Venables to acquire the club in June 1991. His initial capital injection helped stabilize the club's finances, yet his commercially driven management style alienated many supporters. Throughout Sugar's nine-year tenure as chairman, Tottenham failed to finish within the league’s top six and secured only a single trophy: the 1999 League Cup.

In 1993, Sugar dismissed Venables from his position as chief executive, a move that sparked legal proceedings which Sugar ultimately won. This decision provoked fan outrage, and Sugar later reflected, "I felt as though I'd killed Bambi." In 1992, among the "big five" clubs (Arsenal, Everton, Liverpool, Manchester United, and Tottenham), Sugar was the sole figure to back Sky's bid for Premier League broadcasting rights, while the others supported ITV. At that time, his company Amstrad was producing satellite dishes for Sky, a fact he disclosed before casting his vote. Sugar encouraged Sky CEO Sam Chisholm to "blow [ITV] out of the water" with a superior offer.

Sugar funded the acquisitions of three participants from the 1994 FIFA World Cup in 1994: Ilie Dumitrescu, Gica Popescu, and Jürgen Klinsmann. Klinsmann earned the FWA Footballer of the Year award during his debut English season but departed in 1995 due to Tottenham’s absence from European competitions. Sugar openly criticized the high salaries of foreign players, derisively calling them "Carlos Kickaballs." Klinsmann retaliated by labeling Sugar "a man without honour," accusing him of prioritizing financial concerns over footballing values. Klinsmann returned on loan in December 1997.

In 1998, ex-striker Teddy Sheringham identified Sugar as a key factor behind his 1997 departure, accusing him of lacking ambition and exhibiting hypocrisy—Sugar refused Sheringham’s contract renewal but subsequently sanctioned a £6 million transfer for 31-year-old Les Ferdinand with a higher wage package. Sheringham also alleged that Sugar declined to invest £4 million in England midfielder Paul Ince due to concerns about Ince’s age.

During his time at Spurs, Sugar appointed seven managers: beginning with Peter Shreeves (1991), followed by the joint leadership of Doug Livermore and Ray Clemence (1992), then former player Osvaldo Ardiles (1993), and Gerry Francis (1994). In 1997, he brought in relatively inexperienced Swiss coach Christian Gross, who lasted just nine months amid disappointing results. His successor was former Arsenal player and manager George Graham, who secured Spurs’ first trophy in eight years but faced criticism from fans due to his Arsenal background and defensive style.

In February 2001, Sugar sold a majority stake of 27% in Tottenham to leisure company ENIC for £22 million. He disposed of his remaining 12% shareholding in June 2007 for £25 million, concluding his 16-year involvement with the club. Reflecting on his tenure, he described it as "a waste of my life." From the proceeds of these sales, Sugar donated £3 million towards refurbishing the Hackney Empire theatre located in East London.

The Apprentice

Since 2005, Sugar has served as the host of the BBC's reality series The Apprentice, fulfilling a role similar to that of Donald Trump in the American version. Each episode concludes with Sugar dismissing at least one contestant, continuing until a single winner is left. Up until 2010, victors were offered employment within Sugar’s business; however, starting in 2011, winners have been granted a £250,000 investment along with a partnership opportunity to establish their own enterprise.

For the show's third season, Sugar requested a stronger emphasis on business content and a softer portrayal of his persona to enhance his public image. He also insisted on recruiting more qualified candidates than those in the second season, where participants were seen as uninspiring and some appeared to use the platform primarily as a career boost—such as Michelle Dewberry, who departed from Amstrad just eight months after her victory. In September 2013, Sugar was unsuccessful in an employment tribunal counterclaim against Stella English, who won in 2010.

Sugar has expressed disapproval of the US Apprentice for implementing unnecessary modifications that did not succeed.

The Celebrity Apprentice Australia

In September 2020, Sugar was announced as the incoming CEO of The Celebrity Apprentice Australia, broadcast on Australia's Nine Network, taking over from former CEO Mark Bouris.

Young Apprentice

Young Apprentice, originally titled Junior Apprentice, is a British reality TV offshoot featuring twelve contestants aged 16 and 17 competing for a £25,000 prize awarded by Sugar. The six-episode series aired on BBC One and BBC HD from 12 May to 10 June 2010. Advisors Nick Hewer and Karren Brady assisted Sugar during the competition; Brady made her first appearance here before joining the main series. The first winner was Arjun Rajyagor, aged 17, with Tim Ankers finishing as runner-up.

The second installment premiered in October 2011, expanding to eight episodes with twelve participants. Zara Brownless claimed victory while James McCullough was runner-up.

Initially proposed in March 2008 and confirmed by June 2009, Junior Apprentice received generally favorable reviews. Sugar’s involvement during Gordon Brown's administration sparked discussions about BBC impartiality ahead of the 2010 UK general election, causing delays for both Junior Apprentice and the sixth season of the main Apprentice series.

Other television appearances

In May 2008, Sugar appeared on An Audience Without Jeremy Beadle to pay tribute to his late friend Jeremy Beadle; both had previously competed together on a celebrity edition of Who Wants to Be a Millionaire? in 2005.

In January 2009, the BBC Two documentary The Real Sir Alan, presented by Fiona Bruce, featured Sugar. That year, he also appeared in promotional campaigns for investment bank NS&I and The Learning and Skills Council, endorsing apprenticeship programs.

In May 2011, Sugar hosted Lord Sugar Tackles Football, which explored financial issues affecting English football clubs.

He made cameo appearances portraying himself in the September 2012 episode of Doctor Who titled "The Power of Three" and in a November 2012 special edition of EastEnders created for Children in Need. Both productions were filmed on or linked to the set of The Apprentice.

Amsair

Established in 1993 and overseen by Sugar's son Daniel, Amsair Executive Aviation manages a fleet that includes Cessna planes and an Embraer Legacy 650 (registration G-SUGA), offering executive and business jet charter services. The company's name originates from Sugar's initials: Alan Michael Sugar Air.

Amsprop

Amsprop, the property investment company owned by Sugar and now under the leadership of his son Daniel, has completed notable transactions such as acquiring an IBM building valued at £115 million. Simon Ambrose, the winner of the 2007 The Apprentice series, was employed at Amsprop Estates before departing in 2010 to launch his own enterprise.

Viglen Ltd

Sugar served as owner and chairman of Viglen Ltd, an IT services firm concentrating on education and public sector clients. He stepped down in July 2009. After divesting Amstrad PLC to BSkyB, Viglen remained his sole IT business until its sale to XMA in 2014.

Amscreen

Under Sugar's chairmanship and managed by his son Simon, Amscreen markets advertising space on digital signage located in retail outlets, healthcare facilities, and leisure environments. Yasmina Siadatan, a winner of The Apprentice, worked there focusing on NHS accounts. The digital screens employ OptimEyes facial recognition technology to approximate viewer demographics such as age and gender.

In July 2008, Amscreen acquired Comtech M2M, a company founded in 1992 that pivoted towards the machine-to-machine (M2M) sector in 1999. On 29 August 2008, Comtech M2M was rebranded as Amscreen Limited.

YouView

On 7 March 2011, Sugar joined the board of the BBC-initiated IPTV venture YouView (formerly known as Project Canvas), supported by ITV, Channel 4, Channel 5, and broadband providers including BT and TalkTalk. For chairing YouView during the year ending March 2012, Sugar received remuneration of £500,000.

Political engagement

Between 1997 and 2015, Sugar was affiliated with the Labour Party, contributing £200,000 in 2001. In 2009, he accepted a life peerage along with the government's "Enterprise Champion" role—a politically impartial position aimed at aiding businesses and entrepreneurs. He was created Baron Sugar, of Clapton in Hackney, on 20 July 2009 and delivered his inaugural speech in the House of Lords that November.

In 2011, Sugar donated £69,000 to Labour or Ed Miliband’s office but broke party protocol in 2012 by advising voters against supporting Labour’s London mayoral candidate Ken Livingstone. He co-signed a letter opposing Scottish independence in August 2014. By the time Miliband led Labour, Sugar had donated over £163,000 but resigned from the party following the 2015 general election due to disagreements over its business policies. From May 2015 until October 2017 he sat as a non-affiliated peer and has since taken a crossbench position.

Prior to the 2016 London mayoral election, Sugar asserted his political influence by urging voters not to back Labour’s Sadiq Khan. He supported the "Remain" side during the 2016 EU referendum. In May 2017’s general election, he publicly backed the Conservative Party but criticized their campaign efforts while praising Labour leader Jeremy Corbyn’s resonance with younger voters.

In March 2018, after criticism from Labour figures, Sugar deleted a contentious tweet likening Jeremy Corbyn to Adolf Hitler. His criticisms intensified in April with a published poem and in December he declared he would leave the UK if Corbyn became prime minister.

Sugar’s last recorded vote in the House of Lords was in October 2017; his final speech occurred during an October 2018 Brexit debate where he called for legal action over Vote Leave’s £350 million claim and advocated for a conclusive public referendum on Brexit terms. He maintained his seat by swearing allegiance to King Charles in September 2024.

During the Conservative leadership contest in 2019, Sugar endorsed Boris Johnson and also supported the Conservative Party in that year’s general election.

Personal life

Sugar identifies as an atheist while maintaining a strong connection to his Jewish roots. He wed Ann Simons, who previously worked as a hairdresser, on 28 April 1968 in London. Together, they have three children: two sons, Daniel and Simon, and a daughter, Louise. The family primarily lived in Chigwell, Essex, in the past.

Certified as a pilot since 1975, Sugar acquired a new 2020 model Cirrus SR22T single-engine plane in June 2020. In July 2008, adverse weather conditions caused him to overshoot the runway during landing at Manchester Barton Aerodrome; although the aircraft sustained damage and was grounded, no injuries were reported. His aviation assets also include a 13-seat Embraer Legacy 650 jet. Additionally, he owns a residence in Florida and several boats, among them a restored vessel named Little Tub and a luxury superyacht.

By 2023, Sugar's net worth was estimated at approximately £1.02 billion.

In December 2020, he publicly revealed the passing of his brother and sister due to COVID-19 complications.

During the 2020s, Sugar permanently moved to Australia as a tax exile to lower his UK tax obligations. Nevertheless, owing to overlooked tax reforms introduced in 2010 affecting peers, he incurred a tax bill of £186 million on £390 million dividends from his company Amshold in 2021.

In February 2009, Sugar pursued legal action against The Sun newspaper following reports that he was listed on a "hit list" targeting British Jews connected to the Israel-Gaza conflict; these threats were allegedly made by Glen Jenvey under an assumed identity. Later, in February 2022, Patrick Gomes received a sentence of three years and six months imprisonment for sending antisemitic death threats to Sugar after his remarks on antisemitism within the Labour Party.

Honours

Sugar received a knighthood in the 2000 New Year Honours for his contributions to the Home Computer and Electronics Industry. He has been awarded two honorary Doctorates of Science: one from City University in 1988 and another from Brunel University in 2005. As an active philanthropist, he supports organisations including Jewish Care and Great Ormond Street Hospital. In 2001, he donated £200,000 to the British Labour Party. On 20 July 2009, he was elevated to the peerage as Baron Sugar, of Clapton in the London Borough of Hackney.

On 29 October 2015, Richtopia ranked him fifth among the top 100 Most Influential British Entrepreneurs. In 2017, he was recognised as the most powerful individual in Essex by topping the Essex Power 100 list.

Sex discrimination law

Sugar has been criticised for holding views considered "outdated" regarding women. Concerning the UK Sex Discrimination Act 1975, which forbids employers from asking female candidates about their intentions to have children during interviews, Sugar commented that "These laws are counter-productive for women... You're not allowed to ask, so it's easy – just don't employ them. It will get harder to get a job as a woman."

Tweets

On 30 September 2013, Sugar shared a photograph on Twitter depicting a Chinese child crying after being scolded for leaving an iPhone 5 assembly line. Merseyside police classified this as a "hate incident," although no criminal offence was recorded.

On 20 June 2018, he posted an image likening the Senegal national football team to street vendors in Marbella; after facing accusations of racism, he defended it as a joke but subsequently removed the post.

Autobiography

What You See Is What You Get: My Autobiography (2011), Sugar's detailed narrative of his professional journey and personal experiences

External links