Lord Sugar doesn't do Apprentice for money

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Alan Sugar

Lord Alan Sugar

Lord Alan Sugar only heads 'The Apprentice' because it gives him ''a sense of achievement,'' rather than the money and recognition it lends him.

Lord Alan Sugar only heads 'The Apprentice' because it gives him "a sense of achievement".

The multi-millionaire businessman will be seen helming a new set of hopeful apprentices as the show's sixth series launches tonight (10.05.11), but insists he doesn't continue to head the show for money or fame, but because of the personal satisfaction he gets.

He said: "It excites me and gives me a sense of achievement. 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'"

Alan, 64, jokingly added: "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."

The only thing the business mogul - estimated to be worth £730 million - would want to change about the format of the show is its title.

He added to The Sun newspaper: "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' starts tonight (10.05.11) on BBC One.

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