Alan Sugar (in-universe)

Alan Sugar, Lord Sugar, (TV: The Power of Three) or Sir Alan, (AUDIO: The Office of Never Was) was the host of the television programme The Apprentice, on which he once challenged contestants to sell as many of the Shakri cubes as possible within 24 hours. (TV: The Power of Three)

He was present when Eddie Redmayne attempted to contact Pudsey. (TV: Looking for Pudsey)