I've read a few threads here and people are often saying..."he's only doing such and such to keep the format so he can do another series and earn more from the show."


AMS donates all his fees from this show to Great Ormond Street Hospital. In fact his fees for any other media appearence such as ad's, newspaper articles, interviews etc go to charities. He only takes money from his commercial ventures.

I just thought I'd put some people straight on that.

Thats all well and good, but how about the 12 week run of free advertising he gets for his companies?

Surely he's not going to want to give that up easily?

Thats all well and good, but how about the 12 week run of free advertising he gets for his companies?

Surely he's not going to want to give that up easily?

Interestingly Amstrads performance has deteriorated significantly ove the last couple of years and Series I didn't appear to add any noticeable recovery. I'd accept that his ego needs the exposure but I don't think it is actually doing anything for the business as a whole (either directly or indirectly)

I suspect you're right in that he wants exposure for his own personal ego.

But whichever way you look at it, he must believe it to be in his own best interest to continue with the series, and keep it going into a 3rd series. Otherwise he wouldn't do the show. Its nice that he is donating the fees to Charity, but I would guess that the donation is the secondary, rather than primary reason for SAS's participation?

I'm not a fan of AS. I think he's a bit of a plonker actually.

I suspect you're right in that he wants exposure for his own personal ego.

But whichever way you look at it, he must believe it to be in his own best interest to continue with the series, and keep it going into a 3rd series. Otherwise he wouldn't do the show. Its nice that he is donating the fees to Charity, but I would guess that the donation is the secondary, rather than primary reason for SAS's participation?

I'm not a fan of AS. I think he's a bit of a plonker actually.


Thing is when you are very rich you can make what on the face of it seem very generous gestures but in reality they are not. When one gives financially it can (if it needs to be) only be analysed in relation to your net worth. If I give £100,000 to charity but own £100,000,000,000 then its not a lot. If an old lady gives £10 and has £200 in the bank and to her name it is a very generous donation..

If sugar was that keen to help sick kids he would not have boats, rolls royces and countless homes etc.