But here’s where it gets cheeky: his real payday isn’t just the cheque from the broadcaster. Lord Sugar uses the show as a giant advert for his own brand. Every time a candidate says “like Lord Sugar says”, he’s getting free PR for his property empire and tech investments. That’s worth way more than a measly million.
Think about it: the show has made him a household name, which means more business deals, more speaking gigs, and more people buying into his “Alan Sugar” label. So while you’re worrying about your £5 sandwich, he’s turning a TV appearance into a multi-million pound branding bonanza. Crafty, eh?
The Tax Man Cometh
Oh, and before you get too jealous, remember: he’s paying tax on that. In the UK, the highest band is 45%, so he’s probably handing over nearly half a million to HMRC. That’s enough to make even a billionaire wince. But hey, he still gets to keep a cool £550,000 after tea — not bad for a bloke in his 70s.
Interestingly, his salary is often compared to that of the contestants’ potential earnings. The winning candidate, once they get the investment, might see a return of a few hundred thousand over several years. Meanwhile, Lord Sugar makes that in a single afternoon of filming. Life ain’t fair, kids.
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