The Screen Actors Guild Awards, one of the most prestigious ceremonies honoring actors, has unveiled a significant rebranding. Known colloquially as the SAG Awards, the event will now be officially titled ‘The Actor Awards presented by Sag-Aftra.’ This change reflects the labor union’s commitment to celebrating actors and aligns with the global recognition of the event. The announcement was made during a board meeting on Friday, ahead of the 32nd edition of the ceremony, scheduled for March 1, 2026.
Jon Brockett, the show’s executive producer, emphasized that the new name provides clarity to viewers in over 190 countries. ‘The Actor Awards’ immediately conveys the essence of the event—a celebration of actors by actors. JoBeth Williams, chair of the awards committee, noted that while the union’s name may not be universally recognized, the term ‘Actor Awards’ resonates globally, promising audiences a showcase of their favorite stars.
The rebranding also highlights the significance of the Actor trophy, which has become a pivotal indicator in the lead-up to the Academy Awards. Much like the Oscars, Emmys, Grammys, and Golden Globes, the event is now better known by the name of its iconic statuette. This change further solidifies the merger between the Screen Actors Guild (SAG) and the American Federation of Television and Radio Artists (Aftra) in 2012, representing approximately 160,000 members.
The announcement follows the recent election of Sean Astin, star of ‘The Lord of the Rings,’ as the new leader of Sag-Aftra. Astin succeeds Fran Drescher, who guided the organization through the 2023 Hollywood strikes during her four-year tenure. The rebranding marks a new chapter for the awards show, emphasizing its global appeal and dedication to the craft of acting.