Alan Michael Sugar, Baron Sugar is a British business magnate, media personality, author, politician, and political adviser. In 1968, he started what would later become his largest business venture, consumer electronics company Amstrad. He is also known for being the host and "Boss" for the BBC reality competition series The Apprentice, which has been broadcast annually since 2005. He also assumed the role for The Celebrity Apprentice Australia for Australia's Nine Network in 2021.