The Copa América, one of the highest viewership men’s soccer tournaments in the world, began recently and the Biden campaign is using this opportunity to engage and mobilize Latino voters across the U.S. The campaign plans to host watch parties for the soccer matches with campaign surrogates, distribute Biden soccer jerseys, and place ads across the country during the roughly month-long duration of the tournament. Julie Chavez Rodriguez, Biden-Harris 2024 campaign manager, stated that they aim to “harness the energy of Copa to mobilize and reach the Latino voters who will decide this election.”
In line with the inaugural match between Lionel Messi’s Argentina and Canada, the Biden campaign unveiled a 30-second spot titled “Goaalll!” that will run on television, radio, and digital platforms across English and Spanish markets. The ad references the 2021 Copa América tournament and contrasts Mr. Biden’s record with that of former President Donald Trump’s administration. The ad narrator criticizes Trump for his handling of the COVID-19 pandemic, with images of empty stadiums and a soccer card placed over Trump’s face. The narrator emphasizes Biden’s ability to reopen the country and get things back on track.
The Trump campaign responded to the ad push by stating that no matter how much money the Biden campaign spends trying to get the attention of Hispanic voters, they will not succeed. They claim that Hispanic voters are concerned with issues such as inflation, rising prices, neighborhood insecurity, and the crisis at the border. Trump’s team rolled out its “Latino Americans for Trump” campaign as part of its efforts to mobilize Latino voters and highlight the achievements of the past years of Republican leadership. In states like Arizona, Georgia, and Nevada, Latino voters will play a critical role in determining the outcome of the general election.
In 2020, Mr. Biden won states like Arizona, Georgia, and Nevada by narrow margins, with Latino voters playing a key role in the outcome. In 2024, one in four Arizona voters will be Latinos, and they will make up one out of every five in Nevada. More than 10 Copa América matches are scheduled in crucial battleground states like Nevada, Arizona, Georgia, and North Carolina. These key locations are where the Biden campaign plans to capitalize on the tournament’s viewership to engage and mobilize Latino voters in the upcoming election.
The Biden campaign’s efforts to engage with Latino voters through the Copa América tournament highlight the importance of this demographic group in deciding the outcome of the general election. By hosting watch parties, distributing campaign merchandise, and placing ads during the tournament, the campaign is aiming to reach Latino voters in key battleground states. The contrast between Biden’s record and that of the Trump administration is a central theme in their outreach efforts, emphasizing Biden’s ability to reopen the country and address the challenges faced by Hispanic communities.
