The full cast of the BBC’s first ever full-length Celebrity Apprentice series has been confirmed, with a diverse roster of twelve well-known faces preparing to go toe-to-toe with Lord Sugar across six weeks of high-pressure business challenges — all in pursuit of a £100,000 prize for their chosen charity.
Singer Alexandra Burke, Sky News presenter Kay Burley, and Emmerdale actor Danny Miller headline a lineup that spans broadcast television, music, social media, and sport. They will be joined by presenter Gethin Jones, Diversity dancer Jordan Banjo, Gladiator Sheli McCoy, UK garage pioneer DJ Spoony, BBC presenter Richie Anderson, comedian Laura Smyth, actress Maddie Grace Jepson, TikTok star Max Balegde, and Love Island alumna Toni Laites.
A Format Unlike Anything the Show Has Done Before
While The Celebrity Apprentice has appeared in various forms since 2007 — including Sport and Comic Relief specials in 2008, 2009 and 2019, and a Christmas edition as recently as 2025 — this marks the first time a full standalone series has been commissioned. The expanded six-episode format represents a significant step up in ambition, giving producers the room to put celebrities through a level of sustained scrutiny closer to that experienced by candidates on the main show.
Lord Sugar left little doubt about the tone viewers can expect. “We’ve not done anything like this before,” he said, “and it’ll be entertaining to see these 12 celebrities being put through six weeks of some brilliant business challenges. But just because they’re celebrities, it doesn’t mean they’re going to get an easy ride — especially when there’s £100,000 at stake for their chosen charity.”
Adding to the sense of occasion, the iconic Apprentice boardroom has been relocated to a London city skyscraper for the series, giving the setting a fresh visual identity to match the elevated stakes.
Status Counts for Nothing: The Boardroom Awaits
Kalpna Patel-Knight, Head of Entertainment Commissioning at the BBC, was unequivocal about what the series intends to prove. “This year’s celebrities arrive with strong reputations — but in the boardroom, status counts for nothing,” she said. “They’ll be tested on leadership, teamwork and commercial instinct, and only those who can truly deliver will make it through. It’s bold, unpredictable and hugely entertaining.”
Paul Broadbent, Director of Programmes at Naked, echoed the sentiment, pointing to the series length as key to what audiences will experience. “With a full six-episode series, viewers will get many opportunities to see the celebrities as they’ve never seen them before,” he said, “battling to show off their business acumen for a massive charity prize.”
Filming began on Saturday, with the series expected to broadcast later this year.
The Wider Apprentice Moment
The Celebrity Apprentice launch arrives on the back of a landmark week for the broader franchise. Karishma Vijay was crowned the 21st winner of the main Apprentice series earlier this month, securing Lord Sugar’s £250,000 investment in her beauty brand, Kishkin Skin, after beating 22-year-old Pascha Myhill — the youngest finalist in the show’s history — in a closely fought finale.
The 28-year-old, who had spent months sleeping on a mattress at her parents’ home in Croydon prior to the competition, described her victory as more than a personal milestone. “The winner of the Apprentice is the daughter of an immigrant,” she said, “and that is a huge statement and a light of hope to people who feel things will never change.”
Lord Sugar’s investment portfolio across two decades of the show has encompassed everything from confectionery businesses and recruitment firms to plumbing companies and a cosmetic clinic chain. Kishkin Skin now takes its place on that list — and does so carrying a significance that extends well beyond the boardroom.
The Apprentice is available to stream on BBC iPlayer.
