Lord Sugar is flying the flag at his home in Florida – with his custom Union Flag-painted Pinarello and matching Assos kit.
While he may not be a fan of London’s Cycle Superhighways, The Apprentice star and entrepreneur is a long-time devotee of the Swiss clothing firm and the Italian bike brand.
Sugar, who regularly cycles as part of his fitness regime, has even been known to ferry some of his fleet of bikes around in his private jet.
This particular model was presented to him by The Bike Rooms at the Rouleur Classic show in London in November last year.
However, he was soon back in his limousine and stuck in traffic, leading him to suggest former Mayor Boris Johnson needed “a whack” due to roadworks associated with the East-West Cycle Superhighway.
The 69-year-old proudly tweeted a picture of his new kit and bike - the reference to being asked whether he is Australian is due to Florida locals mistaking his accent - although some people on Twitter have been a little taken aback at the set-up.
— Lord Sugar (@Lord_Sugar) December 8, 2016
— Tom Scorza (@TomScorza) December 8, 2016
One Twitter user, in a nod to Prime Minister Theresa May’s remarks earlier this week, asked if it was the “red, white and blue Brexit bike.”
Given Sugar’s vocal support for the Remain campaign ahead of June’s referendum on the UK’s membership of the EU, that’s unlikely.
Perhaps his next bespoke paint job could be blue with yellow stars?
Simon has been news editor at road.cc since 2009, reporting on 10 editions and counting of pro cycling’s biggest races such as the Tour de France, stories on issues including infrastructure and campaigning, and interviewing some of the biggest names in cycling. A law and languages graduate, published translator and former retail analyst, his background has proved invaluable in reporting on issues as diverse as cycling-related court cases, anti-doping investigations, and the bike industry. He splits his time between London and Cambridge, and loves taking his miniature schnauzer Elodie on adventures in the basket of her Elephant Bike.