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President Donald Trump’s criticism of Puerto Rican superstar Bad Bunny’s Super Bowl halftime show is raising concerns among Republican strategists and Latino leaders as the party heads into crucial congressional elections. Trump called the February 8 performance “an affront to the Greatness of America,” arguing that it was largely in Spanish and inappropriate for families. His remarks have sparked debate about Latino voter support, a key factor in the 2024 election and upcoming midterms.
Latino voters played a pivotal role in Trump’s 2024 re-election, with the president securing 48% of the Hispanic vote, according to Pew Research Center data. That marked a historic high for a Republican candidate, up from 36% in 2020. However, recent polling indicates softening support. A Pew survey of more than 5,000 Latino voters found Trump’s approval among his Hispanic supporters fell from 93% at the start of his second term in January 2025 to 81% ten months later.
Some Republican Hispanic strategists warn that attacking a globally recognized Latino artist could alienate voters in Hispanic-heavy districts in states like California, Arizona, and Colorado, where competitive House races are underway. Vianca Rodriguez, a former Trump administration official and Puerto Rican Republican, described the criticism as an unnecessary cultural battle that could hurt the party’s standing.
Economic concerns are also weighing on Latino communities. Business leaders report frustration over high prices, tariffs, and aggressive immigration enforcement. The U.S. Hispanic Business Council says support for Trump among its members as the best candidate to fix the economy dropped from 70% before the 2024 election to 40% today. In Minneapolis, Latino-owned businesses have reported steep sales declines amid immigration crackdowns.
While some Hispanic conservatives agree with Trump’s assessment of the performance, others argue he should temper his rhetoric. With midterm elections approaching, Republican leaders are emphasizing outreach to Latino voters, recognizing their growing influence in national politics and the importance of maintaining their support.
