Sacha Baron Cohen's comic creation Ali G made an appearance at Wimbledon during the men's finals, coinciding with reports that a new Ali G film is being shot in secret. The tracksuit-and-gold-chain character was pictured on Centre Court, billed jokingly as the "Official Ganja Dealer" of the championships, though there has been no official confirmation that it was Baron Cohen himself rather than a lookalike. The sighting matters mainly as apparent promotion for the actor's return to one of his best-known characters after a long absence.

Baron Cohen, a three-time Oscar nominee known for punking public figures from Donald Trump to Rudy Giuliani, typically keeps his productions under wraps to catch subjects off guard, and no distributor or release plans for the new film have been revealed. The forthcoming feature would be the second Ali G movie after 2002's Ali G Indahouse, which skipped a US release but took more than $23m abroad. For context, his Borat earned $262.5m worldwide in 2006, while Borat Subsequent Moviefilm was released via Amazon MGM Studios during the pandemic and landed two Oscar nominations. The character first reached US audiences through Da Ali G Show on HBO in the early 2000s.