Celebrity Apprentice Australia returns to Channel Nine this weekend, with British billionaire Lord Alan Sugar fronting the reality show’s reboot.

But the business tycoon faced one major problem during production in Sydney last year… he had no bloody idea who any of the contestants were.

Apparently the likes of Martha from Married At First Sight and The Veronicas had never quite crossed his radar prior to filming.


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Woman’s Day reckon the cast were instructed to ‘reiterate their celebrity because Lord Sugar and the [other] cast members barely knew them’.

Lord Sugar even told TV Week: ‘I told them, “You might not know who I am, because you may be cocooned in your world in Australia. And the good news is, I don’t know who you are either. There’s no favouritism. I’m not going to be in awe of any of you, because I don’t know what the hell you do”.’

A bit awkward, but makes sense.

The cast includes Married At First Sight’s Martha Kalifatidis, fitness trainer Michelle Bridges, radio host Michael ‘Wippa’ Wipfli, The Veronicas, comedian Ross Noble, The Block’s Shaynna Blaze, actor Rob Shehadie, fashion designer Camilla Franks, professional surfer Alex Hayes Blaze and singer Anthony Callea.

Watch Celebrity Apprentice on May 23 on Channel Nine 

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