President Donald Trump’s attack on Puerto Rican superstar Bad Bunny’s Super Bowl halftime performance including complaints that it was “mostly in Spanish” has sparked alarm among Republican Hispanic strategists, politicians, and business leaders. They warn the remarks could further erode his support among Latino voters ahead of November’s congressional elections.
Latino Support at Risk
Hispanics were a key part of Trump’s coalition in the 2024 election, despite controversies such as inflammatory rhetoric about Puerto Rico. While he won 48% of the Hispanic vote the highest share for a Republican candidate in history recent surveys show his support has weakened. Rising prices, discontent over tariffs, and aggressive immigration enforcement have added to voter frustration.
Vianca Rodriguez, a former Trump administration official and Puerto Rican supporter of the president, cautioned that the Bad Bunny criticism was “not a battle to have been picked culturally.” Republican strategist Mike Madrid echoed the sentiment, calling the move baffling given the importance of Latino voters in swing districts.
Cultural Backlash
Trump described Bad Bunny’s February 8 halftime show as “an affront to the Greatness of America” and “a slap in the face,” criticizing the Spanish lyrics and dance routines. His comments drew sharp reactions, with some allies urging him to be more careful in his language. Javier Palomarez, president of the U.S. Hispanic Business Council, said the remarks risk deepening disillusionment among Latino business owners, noting that confidence in Trump’s economic leadership has dropped significantly since 2024.
Electoral Stakes
Several competitive House races are unfolding in Hispanic-heavy districts in California, Arizona, and Colorado. Analysts warn that alienating Latino voters could jeopardize the Republican Party’s narrow majority in the House. Community leaders, including Ramiro Cavazos of the U.S. Hispanic Chamber of Commerce, have pointed to economic struggles in Latino-owned businesses as evidence of growing dissatisfaction.
Calls for Engagement
While some Hispanic conservatives defended Trump’s critique of Bad Bunny’s music, they acknowledged his need to better engage with Latino and Black voters. Plans are reportedly underway for Trump to campaign in districts with large Latino populations. Rodriguez urged Republicans to expand Spanish-language outreach and avoid repeating mistakes that cost Democrats segments of the Latino vote.
