The Apprentice 2011: Lord Sugar says: If I owned the format I'd call it 'The Partner'

Lord Sugar

Boss of The Apprentice 2011 Lord Sugar has said if owned the show's format he'd have called the programme 'The Partner'. Speaking to The Sun ahead of tonight's launch of the show, Lord Sugar added he didn't do the show for the money!

“It excites me and gives me a sense of achievement," the business tycoon said. "It’s not the money. My wife keeps saying, ‘Why do you keep doing this?’ and I say, ‘I enjoy it and when I stop enjoying it I’ll stop’”

Lord Sugar joked: “My new boardroom for the next series has a Zimmer frame on the chair and an incontinence pad – it’s a commode and Zimmer combined.”

And the Amstrad boss revealed: “It’s called ‘The Apprentice’ because the format owners want to call it that. I would have called it ‘The Partner’.

“The programme is just like any other product. You have to keep enhancing them in a manner that makes them more attractive.”

The Apprentice 2011 starts tonight at 9PM on BBC One.

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