The Wimbledon men's singles final on Sunday was supposed to be all about Jannik Sinner's four-set victory over Alexander Zverev. But a certain comedian stole the spotlight — and not everyone was amused.
Sacha Baron Cohen, the man behind Borat and Ali G, showed up to Centre Court in full character as the iconic '90s persona. He wore a white track jacket with the words 'Official Wimbledon Ganja Dealer' on the back, along with a thick gold chain and other Ali G staples. According to Page Six, he was spotted in section 215, fully immersed in the role.
Ali G, the 'voice of da yoof' from Staines-upon-Thames, first appeared on UK television in the late '90s and later got his own show and movie. The character is known for duping real people into believing he's genuine, much like Borat. But this time, the joke didn't land with everyone.
Social media quickly lit up with reactions. 'He’s 54 years old,' one critic wrote. Another added, 'This character stopped being funny in 2013.' Others compared the stunt unfavorably to aging wrestlers clinging to glory, with one fan joking, 'Ricky Morton & Robert Gibson acting like they’re still teen heartthrobs in 2026 is 100x more dignified than this.'
The backlash reflects a broader tension between tradition and entertainment at Wimbledon. The tournament has strict dress codes and behavioral expectations, and influencers stealing the show has become a recurring complaint. Officials haven't commented on whether they'll take action, but given their standards, it's likely they weren't thrilled.
Baron Cohen, now 54, is no stranger to controversy. His stunts have often pushed boundaries, but this one seemed to cross a line for many fans who felt the character has run its course. The reaction echoes the recent Sophie Cunningham under fire for a UFC ring girl gig, where athletes face criticism for side ventures that some see as devaluing their sport.
Meanwhile, the tennis world's focus remains on Sinner's dominant performance, which has drawn its own mixed reactions. Some fans were unimpressed with his fist-pump fury after the win, suggesting that even champions can't please everyone.
As for Baron Cohen, the question remains: is Ali G still relevant in 2026? The online verdict seems clear, with one fan summing it up bluntly: 'It’s 2026 and you are reaching 60 brother.' Whether the comedian will heed the criticism or double down remains to be seen.
