Lord Sugar Marks 20 Years Of The Apprentice Legacy

When Lord Sugar first stepped into the boardroom of The Apprentice in 2005, he could hardly have imagined the journey that lay ahead. Now, as the BBC reality competition celebrates its 20th series in January 2026, the show has not only become a staple of British television but has also left an indelible mark on the landscape of business entertainment—and, perhaps, on Lord Sugar’s own legacy.

"Well, I mean, it's obviously something that I will remember forever, and I suppose I will be remembered for it forever," Lord Sugar reflected in an interview with the BBC. At 78 years old, the business magnate admits that, despite his decades of entrepreneurial experience, it’s The Apprentice that may ultimately define how he is remembered. He quipped, "Although Donald Trump will tell you that he gave me the job (which he did not). But to be fair, he was the first one to do it in America." The self-deprecating humor belies a sense of pride: "That is a great achievement, I guess, to have helped so many businesses and inspired so many young people to consider business."

This milestone 20th series is packed with fresh challenges and surprises. For the first time ever, the boardroom moves out of London and lands in Hong Kong, one of the world’s most vibrant trading hubs. The candidates, 20 in total—one for each year of the show—kick off their journey with a buying challenge, a nod to fan favorites of the past. After their Hong Kong adventure, the show’s tasks crisscross the globe, taking contestants from London to the Red Sea in El Gouna, Egypt, and to the Isle of Wight, testing their mettle in branding, selling, negotiation, and even hosting a corporate away day.

Lord Sugar is once again joined by his trusted advisors: Baroness Karren Brady CBE and Tim Campbell MBE. Campbell’s return is particularly poignant—he won the very first series, and now, two decades later, sits on the other side of the table, helping to scrutinize the next generation of would-be business partners. "What’s amazing, of course, is Tim Campbell is now one of my advisors, and he was the one that won it in the very first series, so it's full circle, in a great way," Lord Sugar remarked to the BBC.

The format of the show has evolved over the years, reflecting changes in the business world itself. In series seven, Lord Sugar shifted the prize from a £100,000 job to a 50/50 business partnership with a £250,000 investment and his mentorship—a move that raised the stakes and, in his words, made the experience "really exciting because I'm starting from scratch again with these people and I'm teaching them what not to do and going over what it was like when I first started."

Baroness Brady, who has been at Lord Sugar’s side for much of the show’s run, is equally effusive about the milestone. "I think it's incredible to think we've reached the 20th series. That's a real milestone for any television show. And I think it speaks volumes about the strength of The Apprentice as a format and as a brand, two decades on it's still entertaining, it's still competitive, and actually it's still as relevant as ever," she told the BBC. Brady credits the show’s longevity to its ability to evolve: "The business world has changed massively since series one, and the show has changed with it. We've got more entrepreneurial candidates, they're more digitally savvy, they are more aware of social impact and innovation."

Indeed, the 20th series has adapted to modern trends, with tasks reflecting the rise of artificial intelligence and computer games, while still holding firm to the core values of buying and selling. The show’s international flavor is more pronounced than ever, as candidates are pushed to operate in global markets. Brady described the Hong Kong episode as "such a dynamic, fast-moving city, and it really pushed the candidates out of their comfort zone because the pace of business there is relentless. I think it gives them a taste of what it's like to operate in a global market."

Beyond the drama and boardroom showdowns, The Apprentice has had a real-world impact. "It’s not just about great TV, but it's launched real businesses with real success stories. I think we've helped shine a light on ambition, hard work, and resilience, qualities that are more important now than ever before," Brady said. The show’s influence stretches beyond the screen, inspiring young viewers and providing them with tangible opportunities. Tim Campbell, reflecting on the journey from contestant to advisor, emphasized the show’s cultural resonance: "It is such a great testament to the power of the show, but also the British culture around how you can find the boy or girl that's done good who gets the opportunity to change their life through the mentorship of a successful British entrepreneur."

Campbell also highlighted the show’s enduring popularity among young people: "Of the 6.4 million people tuning in every week, nearly 20% of them are young people. That is an incredible legacy." For Campbell, the show has been transformative, both personally and for the many contestants who have passed through the boardroom doors. "It means a huge amount for me to see what mentorship and guidance really can do. It’s a very transformative opportunity. I think it's a great thing around British business and sustainability, and a focus needing to be on entrepreneurs and supporting entrepreneurs from the UK."

It’s not just the contestants who have changed over the years. The relationships among the show’s key figures have evolved as well. Campbell described his current role as "much more relaxed" compared to his days as a contestant, but also more responsible: "As an aide, the responsibility I have is much more akin to a good friend, a confidant that you want to be able to pass on information, keeping candidates true because some candidates have different versions of reality when they actually perform the task!" He and Brady keep in constant contact, sharing notes and sometimes the "horrors of the day" as they help Lord Sugar make his final decision.

As the 20th series began recording in January 2026, Lord Sugar took a moment to reflect on the journey: "I never imagined back in series one that I’d still be here two decades later. I didn’t know what to expect, I recorded it and then didn’t even know what to expect when it was broadcast. It was only then that I realised that it was going to be successful." The show's enduring appeal, he believes, comes down to its ability to attract new generations: "Twenty years ago, I had nine-year-olds watching it who are now 29. And the new generation of 16-year-olds are coming in and loving it. So the audience is growing. The audience is holding up, and that's why the BBC keeps doing it."

With its unique blend of entertainment, mentorship, and real-world business impact, The Apprentice stands as a testament to resilience, adaptability, and the enduring allure of the entrepreneurial dream—qualities that, two decades on, remain as relevant as ever.