Seattle entrepreneur Jay Deutsch grew up loving sports memorabilia, and this passion laid the groundwork for the hugely successful brand merchandising company he founded with a childhood friend. However, his life was recently rocked by a tragedy, which gave him the impetus to become the Secret Millionaire. Jay goes undercover to Phoenix, Arizona, a place he has visited dozens of times, although he has never experienced the city like this. Staying in a neighbourhood that is battling violence and illiteracy, he searches for hidden heroes who are dedicated to empowering those without a voice. At the end of the week, Jay reveals his true identity to the people he has met and donates thousands of dollars to their organisations.
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