The Apprentice, a program hosted by Lord Alan Sugar, has been broadcast on BBC One since 2005, and the broadcaster also recently aired Celebrity Apprentice this holiday season.
Last night on Celebrity Apprentice, Lord Alan Sugar made a cheeky dig at Piers Morgan.
The business magnate appeared to reignite the long-running feud with Piers, which began when Piers took exception at Lord Alan’s claims he gave him his “big break” in showbiz with an appearance on Celebrity Apprentice years ago. Some of the stars on this year’s Celebrity Apprentice, which concluded last night, enlisted Piers’ help to endorse their product — Christmas biscuits — and featured his video message in their advert.
Piers praised the cookie’s name, Jolly McTrouble, in the video. The journalist and broadcaster remarked, “This biscuit is the best one that has ever had my name on it.”
Lord Alan, 78, however, fought back in the boardroom to a roaring ovation. He replied, “No, a biscuit with his name on it should actually be Jammie Dodger.” Or Hob Kn**head, perhaps, would be the post-watershed name.
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Some even applauded Lord Alan at this point, as did Kadeena Cox, Sarah Hadland, JB Gill, Rob Rinder, and Jake Wood. The TV personality from Hackney, east London, once more, gave credit to all the celebrities for sacrificing their time to record messages for the commercial.
But this team, led by Rob Rinder, lost the challenge and were grilled in the boardroom. Lord Alan, who founded electronics company Amstrad, dismissed Rob, who Karen Brady said “had no clear plan” despite being project manager. Addressing the barrister and TV personality, Lord Alan said: “You admit yourself did you gave your team no clear direction… It is with regret that you’re fired.”
The dig at Piers, though, led the chatter on social media after the programme aired on Tuesday. Piers was himself on the Celebrity Apprentice in the UK and won the US’s version in 2008, then hosted by Donald Trump.
However, when Lord Alan brutally terminated the journalist, he claimed that “I think there is one person here who is more accountable” and that it is because of the journalist’s demeanor and general winding up.
This has led to frosty encounters since. In 2024, amid a spat on social media, Piers posted: “Amusing to see Lord Alan Sugar claim he gave me my first TV break. At the time, HE begged me to do a one-off Comic Relief Apprentice show, I was starring on America’s Got Talent – America’s number one summer TV show. That was a slightly bigger break given to me by Simon Cowell.”
Source: Mirror
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