Texas Democratic gubernatorial candidate Gina Hinojosa released a 30-second advertisement targeting Hispanic men days before the 2026 election. The campaign scheduled the spot to air Saturday on the sports streaming platform DAZN during a boxing match between Canelo Álvarez and Christian Mbilli.
The move follows a shift in the Texas electorate during the 2024 presidential election, when Republican Donald Trump won 55% of the Latino vote in the state. CBS News exit polls from that year indicated Latino men in Texas favored Trump by a nearly two-to-one margin. Hinojosa's campaign is using a strategy similar to the one employed in 2024 by Arizona Sen. Ruben Gallego, who engaged Hispanic men through sports-related events and watch parties.
The advertisement, titled "No Te Dejes" (Don't let yourself be pushed around), highlights Hinojosa's proposals to lower taxes, protect public schools, and limit the expansion of data centers. The campaign stated the ad contrasts these plans with three-term Republican Governor Greg Abbott's record. Abbott's campaign has responded with Spanish-language advertising characterizing Hinojosa's positions as too liberal and arguing they do not align with the values of the Hispanic community.
A CBS News poll conducted earlier in October showed Abbott leading Hinojosa by four percentage points overall, though Hinojosa maintained a 23-point lead among likely Hispanic voters. The survey carried a 3.4-point margin of error. Strategists note that while cost-of-living concerns like gas prices have influenced voter dissatisfaction, Trump's immigration policies have also caused frustration for many in the community.
The outcome will serve as a test for whether cultural sports marketing can reverse Republican gains. Gov. Abbott has highlighted his own ties to the community, including his wife Cecilia’s role as the state's first Hispanic first lady. Following the close of early voting, the final results will be determined on Election Day.