Hinojosa campaign buys ad during Canelo fight to reach Texas men

Democratic gubernatorial candidate Gina Hinojosa is running a television spot during Canelo Alvarez's boxing match this Saturday.

The ad, titled "No te dejes," will air on the DAZN streaming platform. It runs for 30 seconds and uses the Spanish phrase to mean "do not let yourself be trampled." The message aligns with the campaign's central theme of "Lucha," which translates to "fight." Hinojosa presents her proposals to protect public schools, limit data center expansion, and reduce taxes. She contrasts these goals with what she identifies as the priorities of Republican incumbent Greg Abbott. Abbott, according to the campaign, focuses on benefiting large corporations and wealthy donors.

The strategy targets Hispanic men in Texas. This demographic played a key role in Donald Trump's victory in the 2024 presidential election. Latinos make up roughly 40% of the state's population. Their support could decide the upcoming governor's race against Abbott.

The campaign aims to reach voters through sports and cultural events rather than relying solely on traditional political advertising. This approach mirrors tactics used by Democratic Senator Ruben Gallego in Arizona in 2024. Gallego organized viewing parties for boxing matches, rodeos, and barbecues to connect with Latino voters. He won his Senate race against Republican Kari Lake. The Hinojosa campaign will air its advertisement during Alvarez's bout against Christian Mbilli on Saturday.