Alan Sugar was the Dragon associated with founding Amstrad on the UK television programme Dragon's Den.
Alan Sugar founded Amstrad in 1968. The company name came from Alan Michael Sugar Trading and became associated with consumer electronics, including home computers, satellite television equipment and audio products. Sugar's business background made him one of the most commercially experienced investors to appear on the British programme.
He joined Dragon's Den as a Dragon in 2011, bringing a reputation for blunt appraisals and practical questions about sales, costs and ownership. His appearance introduced a different investor profile from the Dragons who had been on the panel during the show's early years.
Amstrad is sometimes confused with Sugar's later ventures or with businesses in which he invested rather than founded. The relevant fact is that he established Amstrad himself. The company was sold to BSkyB in 2007, although Sugar continued to be widely identified with its creation.