You're hired! Lord Sugar collects new custom Pinarello

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

Lord Sugar with Pinarello

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.

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Jack Elton-Walters hails from the Isle of Wight, and would be quick to tell anyone that it's his favourite place to ride. He has covered a varied range of topics for Cycling Weekly, producing articles focusing on tech, professional racing and cycling culture. He moved on to work for Cyclist Magazine in 2017 where he stayed for four years until going freelance. He now returns to Cycling Weekly from time-to-time to cover racing, review cycling gear and write longer features for print and online. He is not responsible for misspelled titles on box outs, and he lost the argument about using UK spellings