US tennis player Jack Sock had just defeated Christian Garin in four sets to reach the second round of the championship, when he threw his official tournament towel into the crowd.
ESPN footage shows a young boy, standing in the second row, catching the towel, before a man sat in front of him snatches it out of his hands after a brief struggle.
The young fan eventually gives up and returns to his seat on court 8 empty-handed.
The incident did not go down well with tennis fans, including Judy Murray, who took to Twitter to shame the man in question.
Judy, the mother of reigning Wimbledon champ Andy Murray, shared a clip of the tug-o-war on Twitter, writing: “If you’re the bloke in the blue polo shirt and hat, you should be ashamed…”
Having been made aware of what happened, Jack Sock also took to Twitter to make a public plea to track down the young fan so he could give him another towel.
He tweeted: “If anyone knows the kid that unfortunately had the towel ripped out of his hands...tweet his name at me and I’ll be sure to get him one.”
An official Wimbledon 2017 mens towel costs £30 from the online club shop.