We're interested in the mass-merchandising of anything. If there was a market in mass-produced portable nuclear weapons, we'd market them too

The six-part series began on BBC One and BBC HD on Wednesday 12 May 2010 concluding on Thursday 10 June of the same year and also featured Nick Hewer and Karren Brady as Sugar's advisors. The other four voted in favour of ITV's bid as it had promised to show big fives games more often. As a condition for appearing in the third series Sugar placed a requirement that the show be more business-orientated rather than just entertainment and that he should be portrayed in a less harsh light to counter his somewhat belligerent reputation.

Sugar was chairman of Tottenham Hotspur from 1991 to 2001. Alan Michael Sugar Baron Sugar (born 24 March 1947) is a British business magnate media personality and political advisor. 14 billion) and was ranked 89th in the Sunday Times Rich List 2011.