'In 2024, Leicester's HQ Recording Studios, owned by Yasin El Ashrafi, worked on a project featuring Lord Sugar.
In April 2025, Lord Sugar supported a Leicester medic's successful campaign to rename a rare condition to improve patient safety, following the death of a patient from improper care.
The success of major local businesses, such as Dunelm, which began at Leicester Markets, is occasionally referenced in regional business narratives alongside Sugar's own market trading background.'