Billionaire businessman Lord Sugar collected the bike at the recent Rouleur Classic show in London

Self-made billionaire and television finger wagger Lord Sugar collected a new custom painted Pinarello Dogma K8-S over the weekend.

Presented to the peer by the Bike Rooms, the bike comes with a Union Jack colour scheme.

Lord Sugar Pinarello on stand

The Pinarello K8-S was developed for use on the cobbled roads of the Spring Classics. it includes a suspension system at the top of the seat stays to take away the worst of the road vibrations.

This technological development is something Lord Sugar was particularly interested in.

“I’m looking forward to experiencing the new suspension system which will make for a smoother ride on rough roads” he said.

The bike was co-engineered by Jaguar and Pinarello and helped get Chris Froome, Geraint Thomas and the rest of Team Sky safely over the cobbles on stage four of this year’s Tour de France.

The news of another high-profile figure receiving a bike from the Italian manufacturer follows on from Barcelona footballer Lionel Messi receiving a custom painted Dogma F8.

This story had a mixed reaction on social media, with some questioning a high paid sportsperson being given something for free.

  • Sean Delay

    First it was Lionel Messi, Now Sugar: Nothing like giving
    away an expensive bicycle to someone who could easily afford it, eh? (Sigh)

    Come to think of it, perhaps I should see if
    Pinarello, or Team Sky would give me a free Road Bike (LOL)

  • Kevino Daviessss

    Lord sugars a massive bike fan! I’m certain he will ride it, I’m aware he has several top end bikes.

  • Gary Jogela

    I’d accept the bike gladly

  • Giant Bikes Break

    With all his money and all the British frame builders he could have chosen for a bike he opts for a piece of plastic out of a mould.

  • addie Baaddiee

    the paint job is wank

  • Bladerunner

    Not a wee bit too sweet for Mr Sugar’s taste, obviously. You can take a boy out of Hackney but you cannot take the Hackey out of the man.

  • llos25

    With rear suspension and low gears must be hard rough climb to the bedroom wall.

  • Here is the difference between MTN-Qhubeka raising money to give bikes to the poor who really need and use them and the others like Pinarello giving away bikes to the rich who don’t need them and probably will hardly ever use them! – I know who I’d rather support!

  • J1

    Well, that’s not getting ridden.

  • barry davies

    looks terrible !!!