It's that time of year again.
The first promo for the new series has been revealed and it's an amusing riff on the infamous and disastrous Fyre Festival.
It sees Sugar and his aides Karren Brady and Claude Littner sitting behind a desk as two 'contestants' pitch an idea for 'Fired Festival'. And of course, you can guess what the business titan's response is.
There's no broadcast date for the new series as yet, but it's coming 'soon', according to BBC One - so watch this space.
See below for the 'Fired Festival' promo to whet your appetite...