Celebrity Apprentice, rather than being a platform for celebs to hawk their brand (well there’s a bit of that too, obviously), is staged for Comic Relief.
And it’s returning this year after a decade-long hiatus to raise money for the veteran charity, with a host of top names on the bill.
But Lord Sugar has revealed that some celebrities approached for the show ‘didn’t want to do it’.
And he’s not happy about that at all.
He told the Radio Times: “There’s a lot of people I asked to do it and they didn’t want to. You know, it takes three or four days of a person’s time to dedicate to making the programme.
“I think it would be unreasonable to mention people who couldn’t come on because of their time constraints.
“That would reflect poorly on them, particularly with a charitable event.”
On the boy’s team this year, and receiving Lord Sugar’s stamp of approval, are comedian Omid Djalili, Good Morning Britain’s Richard Arnold, comedian Russell Kane, presenter Rylan Clark-Nel and football manager Sam Allardyce.
Meanwhile, the girl’s team is made up of BGT judge Amanda Holden, X Factor judge Ayda Field, Dragons’ Den star Kelly Hoppen, journalist Rachel Johnson and EastEnders actress Tameka Empson.
It will air next week on BBC One.