The Screen Actors Guild Awards will officially be rebranded as “The Actor Awards presented by SAG-AFTRA,” starting with the 32nd annual ceremony on March 1, 2026. This announcement was made by the performers’ union on Friday, marking a significant shift in the event’s identity as it aims to enhance its global appeal. The change intends to align the award’s name with its iconic trophy, which has been referred to as “The Actor” since the inaugural ceremony in 1995.
Jon Brockett, the showrunner and executive producer of the telecast, expressed enthusiasm for the new name, stating, “Since the beginning, our statue has been called ‘The Actor,’ and we’re a show that’s entirely about actors. So this new name is a perfect next step in the show’s evolution.” The rebranding also follows the merger of the Screen Actors Guild and the American Federation of Television and Radio Artists in 2012, which previously retained the SAG Awards title despite the trophy’s name.
Enhancing Global Reach
JoBeth Williams, chair of the SAG-AFTRA awards committee and a veteran member, explained that the rebranding aims to clarify the ceremony’s purpose for a growing international audience. “Now that our global audience is really growing, people don’t always understand what the union name is,” she told the *Los Angeles Times*. The new title, “The Actor Awards,” is designed to resonate more with viewers who may not be familiar with the union’s name. Williams emphasized that viewers will recognize they are tuning in to see their favorite actors.
The awards ceremony transitioned to Netflix in 2024 after decades of airing on TNT and TBS. This move allowed the event to reach over 190 countries, significantly expanding its audience. The streaming platform will continue to broadcast the ceremony live, further enhancing its accessibility and visibility.
Transition Period for Name Change
Despite the introduction of the new name, SAG-AFTRA acknowledges that a transition period will ensue. The union stated, “We understand there will be a period of transition where people—past winners and audiences included—will still refer to their award and the show as the SAG Awards, and that’s OK.” For the current awards season, campaign materials will still reference “SAG Awards” until the announcement of nominations on January 7, 2026. After this date, studios and networks will be encouraged to adopt the new branding.
The Actor Awards are viewed as a strong indicator for the acting categories at the Academy Awards, as members of SAG-AFTRA represent the largest voting bloc within the Motion Picture Academy. This rebranding move not only signifies a fresh identity for the ceremony but also reflects the evolving landscape of entertainment and recognition in the industry.
