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.
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 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.