President Joe Biden’s new campaign efforts aim to engage Latino voters in key swing states during the Copa America soccer tournament.
With an expected audience of more than 100 million viewers in the United States, the seven-figure advertising campaign will try to reach a “key bloc of voters in battleground states when they are most engaged.”
“Our campaign knows the power of showing up to earn the Latino vote, and today’s historic announcement to organize and mobilize around Copa America is a perfect example of doing that important work,” said Julie Chavez Rodriguez, the Biden-Harris 2024 campaign manager.
The campaign will broadcast a 30-second spot titled “Gooaalll!” in states hosting matches, such as Nevada, Arizona, Georgia, Florida, Texas, and North Carolina.
The ad will air in both English and Spanish on radio, television, and digital platforms, Rodriguez said, to take advantage of high-visibility moments around the games by displaying digital billboards and running ads at bus stops.
The ad begins by saying, “Four years ago, we were shut down. Stadiums were empty. Trump failed us. But then Joe Biden took over. He reopened the country and got us back on track.”
“Trump talks and talks. Joe Biden gets s— done,” the ad ends.
Despite investing millions of dollars in recent campaigns, including a $50 million ad highlighting former President Donald Trump’s recent felony conviction, the Biden campaign faces a tight race, especially among Latino voters.
“Throughout the next few weeks, we will harness the energy of Copa to mobilize and reach the Latino voters who will decide this election in their communities,” Rodriguez said.
The campaign’s message is, “President Biden has had our back for his whole career and is fighting for our community every single day, while Donald Trump has spent every chance he gets fighting for himself while attacking and failing our community.”
The campaign will also sell merchandise styled as classic soccer jerseys.
Additionally, the campaign plans to host watch parties at multiple campaign offices to attract volunteers and organize events at sports bars and restaurants that will broadcast the games, starting in Nevada and Arizona.
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The campaign will also offer bilingual toolkits for voters and organizers to host watch parties at home “to engage their guests around how President Biden is delivering for Latino families compared to Trump’s anti-Latino agenda.”
The U.S. men’s national team plays its first game against Bolivia this Sunday. The team’s next match against Panama on June 27 in Atlanta coincides with the first presidential debate. The Biden campaign is planning watch parties to encourage viewership of both events.
