Lord Sugar gives away a Pinarello

Bike part of a "golden ticket" style book promotion stunt

by Mark Appleton   October 26, 2010  

Lord Sugar © Simon MacMichael.jpg

A Pinarello FP1 was literally up for grabs as part of a promotional stunt for the launch of Lord Alan Sugar’s autobiography this week.

Thousands of fake bank notes for the “Bank of Sugar” were attached to a hoarding in Golden Square near Regent Street, central London and passers-by were encouraged to grab them.

But hidden amongst the funny money, along with 10 real £50 notes were a further 25 special notes which entitled the recipient to claim a prize based on the cockney-boy-made-good’s personal interests.

The Apprentice star famously enjoys a spot of road riding, hence the chance to win a Pinarello FP1 British Cycling Replica 499.

Others prizes included a flying lesson and an oyster dinner for two reports the Press Association.

Lord Sugar’s book is entitled What You See Is What You Get: My Autobiography. The book charts his rise from growing up on a Clapton council estate to becoming a multi-millionaire businessman.

He was made a peer by the last government and appointed Gordon Brown's enterprise tsar.