The Celebrity Apprentice has graduated from a festive special into a full series, bringing familiar faces into a high-pressure business playground. After an initial two-part Christmas special, this expanded edition lines up a dozen recognisable names from music, television, sport and social media to test leadership, teamwork and commercial instinct. Over six episodes the celebrities will tackle weekly tasks, each designed to push them out of their comfort zones and into the kind of decisions professional teams make every day. Viewers should expect a mix of competition, personality clashes and unexpected problem-solving as the cast chase a significant charity prize.
How the show arrived at a full series
The format first reappeared on the BBC as a two-part Christmas special in 2026, a revival that culminated in JLS star JB Gill and his teammates winning and directing the prize to Children in Need. That successful one-off prompted producers to commission a longer run, and filming for the full-length edition is now underway. The broadcaster announced the 12-contestant line-up on 19 April, outlining plans to relocate the usual confrontations to a new corporate setting. This expansion shifts the dynamic from one-off celebrity sketches to a sustained test of commercial skill and public appeal, with more time for alliances, rivalries and narratives to develop across the series.
What the contestants are competing for
At the heart of the series is a straightforward payoff: the winner will secure a £100,000 donation for a charity of their choice. Each challenge will reward commercial success, creativity and leadership, with contestants judged by Lord Sugar in the boardroom after each task. The BBC has signalled that status and previous reputation will count for little once the cameras roll, and that even household names will be expected to deliver under pressure. With the boardroom relocated to a London City skyscraper, the visual of high-stakes decision-making is part of the refreshed production values designed to heighten drama and consequence.
Notable names in the cast
The 12-person roster blends broadcasters, performers and online creators. Among them are broadcaster Richie Anderson, social-media presenter Max Balegde, dancer-presenter Jordan Banjo, singer and West End star Alexandra Burke, veteran journalist Kay Burley, performer Maddie Grace Jepson, presenter Gethin Jones, Love Island winner Toni Laites, fitness entrepreneur and weightlifter Sheli McCoy, soap actor Danny Miller, comedian Laura Smyth and music figure DJ Spoony. This mixture of backgrounds promises varied strengths: media savvy, live-performance calm, sporting resilience and social reach, all of which may influence how tasks are approached and teams are formed.
Format, setting and leadership
Across six weeks the programme will stage a series of business-themed assignments that mimic real-world commercial briefings, from product launches to retail pitches. After each task the members face evaluation in the boardroom, where Lord Sugar will interrogate results and decide who leaves. In promotional remarks he emphasised that celebrity status will not protect contestants when money for charity is on the line, suggesting a tougher tone than previous specials. The relocation of the boardroom to a City skyscraper also signals an emphasis on corporate theatre, with cameras capturing the high-pressure climate of modern business decision-making.
Behind the scenes and what to expect
BBC commissioning executives have described the series as a bolder take on the established format, saying the celebrities arrive with strong public profiles but will be tested on practical leadership and teamwork rather than fame alone. With filming in progress, a confirmed broadcast date has not yet been set, although the corporation has indicated the show will appear on BBC One and BBC iPlayer. For viewers, this means more time to watch familiar faces reveal less-seen competencies — from negotiation skills to campaign planning — as they bid to secure a substantial charity donation in the name of public service.
Why this season matters
Beyond entertainment value, the full-length season reframes celebrity television as a platform for philanthropic impact and professional challenge. It builds on the goodwill of the initial 2026 special that raised funds for Children in Need, extending that approach into a sustained competition where one winner will direct a significant sum to a chosen cause. As the series unfolds, the mix of personalities and the newly designed boardroom environment will determine who adapts, who blusters and who demonstrates genuine commercial instinct — and audiences will be watching closely to see which celebrities thrive under the pressure.
