American Legion Gaming will enter 2026 with a refined direction and a stronger connection to the values of The American Legion. On December 6, CEO Jared Morgan announced a major rebranding effort that will guide the organization into its next chapter.
“2026 is going to be a big year for ALG and for The American Legion. With significant changes on the horizon, ALG will adapt to meet the needs of this growing initiative,” he said.
In a memo shared with the ALG Discord community, titled “American Legion Gaming: Embracing the Future, Honoring Our Legacy,” Morgan explained that the change is rooted in both growth and purpose. He described the change as an important step for an initiative that has expanded well beyond its early days.
“As CEO of American Legion Gaming, I want to address a significant evolution taking place within our organization—one that is critical to our future and better reflects the distinguished nature of our community.”
A major focus of the rebrand is the retirement of the group’s earlier mascot. Morgan said the “Sgt. Stubby” character has been part of the organization’s identity since its formation, but that the time has come to move forward.
“For some time, the ‘Sgt. Stubby’ mascot has been a familiar, if informal, presence. While it served a purpose in our early days, it no longer aligns with the seriousness, camaraderie, and dedication that define The American Legion and the team spirit we are seeking to foster.”
The organization will now fully adopt the Legionnaire as its sole identity and mascot. Morgan said this is more than a simple visual update.
“Therefore, we are officially conducting the phase out of the ‘Sgt. Stubby’ identity. In its place, we are fully embracing the ‘Legionnaire’ as our singular, unifying identity and mascot. This isn’t just a cosmetic change. It is a fundamental alignment.” He added that “The term ‘Legionnaire’ embodies the highest ideals of service, loyalty, discipline, and mutual support—values that are central to The American Legion’s mission and the very foundation of our future competitive gaming teams and community efforts.”
The new Legionnaire identity is already reflected across American Legion Gaming platforms like Twitch and Kick. In addition to American Legion Gaming’s rebranding efforts, the homepage of americanlegion.gg has been updated, as well as the American Legion Gaming shop.
Morgan said the change will be visible throughout all ALG operations.
“The transition to the Legionnaire identity ensures that American Legion Gaming stands as a beacon of professionalism, respect, and competitive drive. Moving forward, every uniform, every broadcast, and every community interaction will proudly feature the Legionnaire, signifying our commitment to honor, skill, and the profound bonds we share.”
He also confirmed that updated brand guidelines and assets have been released to support the change.
“We are representing a legacy while modernizing our organization. With that goal in mind, I am including with this statement our updated brand guidelines and their assets for all to use,” he said. “The Legionnaire identity better equips us to honor that legacy while aggressively pursuing excellence in the esports arena and beyond.”
Morgan explained why this direction matters for the year ahead.
“2026 marks a major moment for American Legion Gaming and The American Legion. Our rebrand and our return to traditional spaces will help bring gamers of all ages together. The momentum will benefit veterans by building stronger communities, creating new ways to get involved, and strengthening The American Legion’s ability to support those who served.”
He closed the announcement with a message to the ALG Discord community.
“Thank you for your support as we step into this new, more aligned chapter. Onward, Legionnaires to wage good.”
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