What's Happening?
SAG-AFTRA, the largest acting union globally, has announced a rebranding of the SAG Awards to the Actor Awards, effective from its 32nd edition on March 1, 2026. This change aims to align the award's name
with its iconic statuette, 'The Actor,' and to better reflect the union's focus on honoring performances in film and television. The decision, announced by showrunner Jon Brockett and SAG-AFTRA Awards Committee chair JoBeth Williams, is part of a broader strategy to appeal to a global audience, especially following the show's transition to streaming on Netflix. The rebranding is seen as a natural evolution, given the show's history and the global expansion of its audience.
Why It's Important?
The renaming of the SAG Awards to the Actor Awards signifies a strategic move by SAG-AFTRA to enhance the show's global appeal and clarity. As the entertainment industry increasingly shifts towards digital platforms, aligning the award's name with its purpose helps in maintaining relevance and prestige. This change could potentially attract a wider international audience, thereby increasing the visibility and influence of the awards. For SAG-AFTRA, this rebranding also reinforces its identity post-merger with AFTRA, ensuring that the union's legacy and future growth are well-supported.
What's Next?
The transition to the new name will be gradual, with For Your Consideration (FYC) campaign materials continuing to use the Screen Actors Guild Awards name until the pre-nomination voting period ends on January 5, 2026. Post-nominations, the new name will be adopted. While the name change is official, it is expected that there will be a period of adjustment where past winners and audiences may still refer to the awards by their former name. SAG-AFTRA will continue to present the awards, maintaining its involvement and ownership.
