Sacha Baron Cohen revived his long-dormant satirical character Ali G with a surprise appearance at Wimbledon's 2026 tennis finals, posting a video on a newly created Instagram account. The persona, recognised for exaggerated hip-hop slang and bright yellow clothing, delivered irreverent commentary on the sport whilst promoting marijuana sales in keeping with the character's crude comedic style.

The stunt serves as publicity for a new Ali G film that recently completed production with no announced release date, marking the first theatrical appearance of the character in more than two decades. Originally debuted on a British television programme in 1998, Ali G became a comedy phenomenon through absurdist celebrity interviews and a multi-season dedicated series before fading from popular culture in the early 2000s.