Sugar to front apprentice ad campaign

Sir Alan Sugar has signed up to front a Government TV advert campaign to increase the number of apprentices.

The adverts will aim to promote the benefits and display the wide range of apprenticeships available.

"I've succeeded in business because I've employed people with dedication, motivation and persistence," said Sugar. "Apprentices are ambitious, they're doers, they make things happen. These are the type of qualities I look for in people. Success is all about finding people like this - people who will help make any business grow."

He continued: "Young people need choices that motivate them - not everyone who leaves school at 16 has the drive to succeed that I did. The fact is that some people learn better on the job or by seeing how their learning applies to the real world - that's why I'm backing apprenticeships."

Sugar will return with Celebrity Apprentice to raise money for Comic Relief in March.