Billionaire businessman Lord Sugar has pulled it off again, this time making a triumph out of a potential medical tragedy. Diagnosed this week with diabetes at the same time as being awarded a Baronetcy, he immediately did a deal with McDougal nutritional, maker of the zero calorie beverage enhancer. It combined his official title with the well-known sucralose brand, for an undisclosed sum of £750,000 a year for life. His new coat of arms will include the famous yellow logo, and insulin syringes rampant. It’s the first time a peerage has been combined with commercial sponsorship, leaving the way clear for Eric Pickles, should he be honoured, to choose from a wide range of comedic possibilities.
Baron Splenda, who made millions from failed football managership and instantly-obsolescent gadgets with green screens, would not be drawn about where the idea for the name came from, though he hinted it came from the Apprentice team. “Someone’s in for a sweetener” he joked, before shooting up.
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Lord Sugar to be promoted to Baron Splenda after diabetes diagnosis
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nickb
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