The Screen Actors Guild Awards will undergo a significant rebranding, now to be known as “The Actor Awards presented by SAG-AFTRA,” starting with the 32nd edition in 2026. This change, announced by the union on Friday, aims to unify the awards’ identity with its trophy and enhance its global appeal as the ceremony will be streamed live on Netflix.
The rebranding is set to take effect on March 1, 2026, aligning the award’s name with the iconic trophy known as “The Actor,” which has been presented since the awards inception in 1995. Jon Brockett, showrunner and executive producer of the televised event, emphasized that the new name reflects the ceremony’s unique focus on performers. He stated, “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.”
Historically, the awards maintained the SAG Awards title even after the merger of the Screen Actors Guild and the American Federation of Television and Radio Artists in 2012. JoBeth Williams, chair of the SAG-AFTRA awards committee, noted that the rebranding clarifies the ceremony’s intent for international audiences who may not be familiar with the union’s name. “Now that our global audience is really growing, people don’t always understand what the union name is,” she explained in an interview with the Los Angeles Times.
The transition to Netflix in 2024 has allowed the awards to reach over 190 countries, broadening its audience significantly. SAG-AFTRA officials believe that the new name will resonate more with viewers, who will recognize they are tuning in to see their favorite actors.
As the awards season unfolds, campaign materials will still reference “SAG Awards” until the nominations are announced on January 7, 2024. Following this announcement, studios and networks are encouraged to adopt the new title. The union has acknowledged that a period of adjustment is expected, as both audiences and past winners may continue to refer to the awards by their former name.
The Actor Awards have gained prominence as strong indicators of potential winners in the Academy Awards acting categories, given that SAG-AFTRA members constitute the largest voting bloc in the Motion Picture Academy. This rebranding marks a pivotal moment in the evolution of the awards, highlighting the union’s commitment to adapting to the changing landscape of entertainment while enhancing its global presence.
