Sports stadiums aren't usually where you'd expect to find a Hollywood A-lister's latest stunt. But Sacha Baron Cohen's infamous alter ego, Ali G, took centre court at Wimbledon in a jaw-dropping display of unscripted chaos that left fans and players alike gobsmacked. The character's outrageous antics - including calling a heckler a 'bumbaclat', trying to flog dodgy substances to fellow spectators, and even accusing Prince William of owing a £1,400 debt from Prince Harry's Eton days - were captured on camera and have sparked fevered speculation about the tone of his new film.
The incident at Wimbledon is just the latest in a long line of cheeky stunts pulled by Ali G, whose candid, 'gotcha' style of comedy defined earlier Borat and Who Is America? projects. And now, after years in the wilderness, the character's back - with a brand new film set for release on 23 October 2026.
'Ali G: Who Iz I?' marks a major career move for Baron Cohen, as it will be his directorial debut. It suggests he's looking to regain control of the creative reins after the mixed reception to his recent Netflix comedy 'Ladies First', which he neither wrote nor directed. And with Ali G's penchant for selfie-mode filming, production could be set to become a whole lot more streamlined - and possibly even edgier.
The character's roots run deep in British comedy history, with his first appearance on Channel 4's 'The 11 O'Clock Show' back in 1998. Since then, he's interviewed unsuspecting public figures like Buzz Aldrin and Tony Benn, leaving viewers cringing and laughing in equal measure.
Baron Cohen declared both Ali G and Borat retired back in 2007 - but it seems the characters have been quietly resurrected since then. With 'Borat Subsequent Moviefilm' causing waves in 2020 for its incendiary politics, it's clear that both characters are still very much relevant in today's world.
But how will the new Ali G film measure up to his previous exploits? Will it be more scripted like the first 'Ali G Indahouse', or will it lean into the same documentary-style chaos seen in Borat and Who Is America? Only time - and a few months of careful planning - will tell.