President Joe Biden’s campaign is rolling out a new strategy to connect with Latino voters in key swing states during the Copa América soccer tournament, which kicked off in the U.S. on Thursday.
A campaign official revealed that the initiative aims to reach millions of viewers through a substantial ad campaign and organizing efforts. The Biden team hopes to engage a diverse and highly attentive audience, captivated by international stars like Argentina’s Lionel Messi and Brazil’s Vinícius Júnior, who might not be very engaged with politics or the 2024 election.
A 30-second advertisement titled “Gooaalll!” will be broadcast in swing states hosting matches over the next month, including Nevada, Arizona, Georgia, Florida, and North Carolina. The ads will be available in both English and Spanish.
“Four years ago, we were shut down. Stadiums were empty. Trump failed us,” the narrator says, showing images of empty sports arenas, criticizing former President Donald Trump’s handling of the Covid pandemic.
“But then Joe Biden took over. He reopened the country and got us back on track,” the ad continues, highlighting job creation during Biden’s term and efforts to enhance community safety from gun violence.
“Trump talks and talks. Joe Biden gets s— done,” it concludes, with a red card superimposed over Trump’s face and the expletive bleeped out. The ad will also air on radio and digital platforms in battleground states.
“Our campaign understands the importance of showing up to earn the Latino vote, and today’s historic announcement to organize around Copa América exemplifies this effort,” said Julie Chavez Rodriguez, Biden-Harris 2024 campaign manager.
She added, “In the coming weeks, we will leverage Copa América’s energy to mobilize and reach Latino voters, emphasizing that President Biden has consistently supported our community, while Donald Trump has repeatedly failed us.”
The Biden campaign has invested millions in various ad initiatives recently, including a $50 million campaign highlighting Trump’s recent felony conviction. However, the race remains competitive, even among Latino voters.
A January NBC News poll showed Biden and Trump nearly tied among Latino voters (Trump 42%, Biden 41%), though Biden’s approval had declined since 2020. An April Pew Research poll showed Biden leading with 52% of Latino support compared to Trump’s 44%.
During the Copa América tournament, the campaign will seize high-visibility opportunities around the games to display digital billboards and run ads at bus stops. Additionally, the campaign will sell merchandise styled after classic soccer jerseys.
