Trump’s Attack on Bad Bunny Sparks Alarm Among GOP Latino Strategists Ahead of Midterms
President Donald Trump’s criticism of Puerto Rican music star Bad Bunny’s Super Bowl halftime performance is drawing concern from some Republican Hispanic strategists and business leaders, who warn the backlash could weaken GOP support among Latino voters ahead of November’s congressional elections.
Trump sharply criticized the February 8 halftime show, calling it “an affront to the Greatness of America” and a “slap in the face” to the country. In a post on social media, he complained that the performance was mostly in Spanish and said, “Nobody understands a word this guy is saying,” also describing the dancing as inappropriate for children.
The comments have unsettled some of Trump’s Latino allies, particularly as Republicans fight to defend a razor-thin majority in the U.S. House. Several competitive House races are unfolding in heavily Hispanic districts in states like California, Arizona and Colorado.
Hispanic voters played a significant role in Trump’s 2024 re-election coalition. He captured 48% of the Hispanic vote — the highest share for a Republican presidential candidate — according to Pew Research Center data. But recent polling suggests that support has softened amid concerns over high prices, tariffs and aggressive immigration enforcement policies.
A Pew survey conducted months after the election found Trump’s approval rating among Latino voters who backed him had declined compared with the start of his second term. While a large majority still approve of his job performance, strategists say even modest erosion could prove costly in closely contested districts.
Vianca Rodriguez, a Trump administration official who served as deputy Hispanic communications director for the Republican National Committee during the 2024 campaign, said attacking a performance widely viewed as a celebration of Latino culture may have been a mistake. “It’s going to do us more damage than good,” she said, though she emphasized she remains a Trump supporter.
Business leaders have also voiced concern. Javier Palomarez, president of the U.S. Hispanic Business Council, said some Latino small-business owners feel economic promises have not fully materialized and that the controversy adds to growing frustration. He noted internal surveys showing declining support for Trump among some members.
Others within the conservative Hispanic community defended Trump’s remarks but urged more caution in tone. Denise Galvez Turros, co-founder of Latinas for Trump, said while she agreed with aspects of the president’s criticism, she wished he would be less impulsive in how he communicates.
With midterm elections approaching, sources close to the White House say Trump is expected to travel to border regions and districts with large Latino populations in an effort to shore up support. Republican strategists say the party will need to carefully navigate cultural issues while maintaining its economic and immigration messaging to preserve gains made with Hispanic voters in 2024.
