Sacha Baron Cohen returned as his iconic character Ali G at Wimbledon on Sunday, sparking rumors that he is filming new material. The 54-year-old actor was seen on Centre Court dressed in a distinctive Wimbledon-themed tracksuit.
The outfit featured a white and green tracksuit with "Da Championshipz" and a leaf emblem. The back of the tracksuit read "Official Ganja Dealer," and Cohen accessorized with a hat, a heavy gold chain, and his trademark tinted glasses. He sported the character's signature facial hair and demeanor.
Ali G, speaking from the crowd in an Instagram video, described the event as "the World Cup of something called tennis, which is like a c*** version of ping pong." He also made jokes about selling grass, referencing the tournament's surface. He captioned the post, "I iz BACK! And if u iz at dis borin wimbledore final lookin 2 get grand slammed, I iz here wif de hookup. dm me, especially if u iz fit."
Cohen also advertised DVD box sets of his TV series, stating he had "like 10,000 of dem" and offered free pickup in the northwest Surrey area. He had previously attended Wimbledon on Saturday as himself, wearing a white suit and green shirt.
Fans on social media platform X expressed surprise and excitement at the unexpected appearance. Comments included "Ali G randomly showing up at Wimbledon wasn't on anyone's 2026 bingo card" and "Bro is a creative genius, Ali G has always been my favorite character of them all tho. booyakasha."
Last year, reports emerged that Cohen was reviving Ali G more than two decades after the character's initial appearance. He was seen filming in full character at a wildlife park in the Cotswolds, wearing a colorful crocheted rastacap, gold jewelry, and tinted shades, a modern twist on his earlier costume. A source at the time noted he was with a full film crew and seemed comfortable in the role.
Ali G first appeared in 1998 on Channel 4's The 11 O'Clock Show. The character's popularity led to his own shows, including Da Ali G Show, and the 2002 film Ali G Indahouse. While details of the new project remain undisclosed, Cohen's recent sighting has generated significant buzz among fans. Representatives for Sacha Baron Cohen have been contacted for comment.