Sacha Baron Cohen Revives Ali G for Surprise Wimbledon Appearance

Sacha Baron Cohen first blew up in the early 2000s playing Ali G, a white suburbanite from Staines, England obsessed with urban hip-hop culture. Guests like Noam Chomsky, Newt Gingrich, and Donald Trump appeared on Da Ali G Show, where Cohen would interview them in character without ever revealing that it was an act.

Ali G even got his own movie, Ali G Indahouse, in 2002. After that, Cohen mostly retired the character and moved on to making movies like Borat and Brüno, not to mention getting an Oscar nomination for his role in The Trial of the Chicago 7 (2020).

But on July 12, 2026, Ali G made an appearance at the Wimbledon men’s final, sitting in the stands and watching “something called tennis, which is like a crap version of ping-pong.” He posted a video of himself on a new Ali G Instagram account. “Them say that tennis is better played on grass, which is why I intend to sell as much of it while I is here,” he continued. “So if you want some herbal remedies, me’s got anything you want.”

Cohen’s Wimbledon-themed jacket featured a large marijuana symbol on the back complete with the words, “Official Ganja Dealer.” According to Variety, he was later recorded speaking to police, who told him that they’d had complaints about him offering drugs to children.

All of this lends credence to the rumor that Cohen has filmed a new Ali G movie, something we’d heard was in the works as early as 2023. The new Ali G film, assuming it exists, is believed to have been shot mainly in secret, which is also how Cohen made Borat and its 2020 sequel Borat Subsequent Moviefilm. The idea is that Cohen wants to draw as little attention to himself as possible; that way, his interview subjects won’t know who he is and will let their guard down.

That said, the first Ali G movie was a straightforward scripted film, so there wasn’t any need for secrecy. It feels like the new Ali G film may be done in the faux-documentary style that Cohen’s fans are used to. According to reports, parts of it will be set in the United States.

Whatever exactly is happening, it’s clear that Cohen wants to remind people that Ali G exists. The new movie doesn’t have a release date yet, but we’ll be on the lookout for more information.