Lord Sugar Revives Amstrad Brand for Grandson’s Digital Marketing Venture


Lord Alan Sugar is poised to breathe new life into the iconic Amstrad brand by launching a digital marketing company spearheaded by his grandson, 17 years after he sold the business to Sky.

The business magnate, famed for his role on the BBC One reality show The Apprentice, has reclaimed the rights to the renowned brand name for the newly established agency, Amstrad Digital.

Lord Sugar criticised the previous management at Sky, labeling them ‘belligerent,’ prior to the company’s acquisition by US media giant Comcast in 2018, for their reluctance to allow him to repurchase the name.

‘I had been requesting the name back since 2007 because I intended to pass it down to my family for use in their business,’ he explained.

Having founded the electronics company Amstrad in 1968 at the age of 21, Lord Sugar initially dealt in audio and computer equipment before venturing into manufacturing the inaugural range of Sky receivers and dishes. The company was eventually sold to the broadcasting giant for £125 million. While Sky still utilises the software, the Amstrad brand name had lain dormant.

The newly established performance marketing agency, Amstrad Digital, will be helmed by Lord Sugar’s grandson, Joe Baron, alongside Tom D’Arcy, both of whom previously worked at rival web3 pr agency Climb Online.

Climb Online, launched by The Apprentice winner Mark Wright with backing from Lord Sugar, was sold in 2022 for a reported £10 million.

‘They possess the brand name – a valuable asset in itself, and they must leverage it. And I expect to see some returns,’ Lord Sugar remarked.

The business mogul has been highly critical for the work-from-home trend brought about by the Covid-19 pandemic, asserting, ‘These two lads won’t be lounging in their pyjamas working remotely; they need to get out there and conduct business.’

Recently, Lord Sugar lamented that he had gleaned nothing but excuses from his contestants on The Apprentice.

Meanwhile, he acknowledged the downturn in television advertising, attributing it to rising costs and shifting consumer viewing habits.

‘Television companies have significantly reduced their advertising, largely due to the diminishing impact of television adverts,’ he told PA.

‘Digital marketing, digital advertising, and social media now drive sales.’

Mr D’Arcy commented, ‘The digital marketing landscape is in constant flux, presenting significant opportunities.’

He emphasised, ‘Reducing marketing expenditure should be the last thing on anyone’s mind.’

Mr Baron affirmed that the agency would uphold the same values as the original Amstrad, renowned for making personal computers more affordable and accessible.