Confusion as Sacha Baron Cohen spotted at Wimbledon - as his controversial alter ego

Sacha Baron Cohen may not have been at the final day of Wimbledon, but his alter-ego Ali G sure was.

Baron Cohen’s outrageous character was spotted in the stands for the men’s singles final, complete with gold chain and, maintaining the unofficial Wimbledon dress code, a white tracksuit.

It comes amid rumours that Baron Cohen, 54, is filming another project with the satirical character, which first appeared in 1998 and had his own movie in 2002’s Ali G Indahouse.

Like the actor’s other characters, including Borat, Ali G projects typically involve duping guests into believing he is real.

At first, fans were left confused as the iconic character was spotted by TV cameras.

“A guy in the stands at Wimby doing Ali G cosplay,” one viewer reacted.

“Did my eyes actually just see Ali G shaking people’s hands at Wimbledon?” said another.

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Indeed they did, as the character later confirmed his attendance with a video from the stands calling tennis “a crap version of ping pong”.

After the confirmation, fans, and even some famous faces, flooded the character’s comments section to welcome his return.

“Perfect timing … we missed you,” said Entourage actor Jeremy Piven.

“Please let this be real,” said another.

A third suggested, “Ali for Prime Minister”.

The appearance seems to confirm reports from entertainment newsletter The Insneider, which just last week claimed a new Ali G movie had already been completed.

“Cohen was reportedly spotted in character in and around Oxfordshire, England, in July and September of 2025,” the newsletter said, adding that appearances in the US were also expected.

Baron Cohen had previously retired both Ali G and Borat, but has revived them both in recent years.

There is no official word yet on whether the project is confirmed, or when it could be released.

Previously, Ali G had brushed shoulders with celebrities including David and Victoria Beckham and even now-President Donald Trump.