Boxing, tacos and TV: Democratic Senate contender aims to win back Latino voters
When one of the most celebrated Mexican boxers in history, Canelo Álvarez, steps into the ring against the undefeated Mexican fighter Jaime Munguía on Saturday at T-Mobile Arena in Las Vegas, excitement will be through the roof at a campaign event just 280 miles away.
That’s because the Democratic congressman Ruben Gallego, caught in one of the most critical US Senate races in the country against the former TV anchor Kari Lake, will be holding a watch party for the fight at JL Boxing Academy in Glendale, Arizona, complete with big screens inside, and a truck serving birria tacos and Mexican Cokes outside.
The event on Cinco de Mayo weekend, expected to bring more than 100 largely Latino residents and families, is not just happening because Gallego is a boxing fan, but rather serves as evidence of how the campaign from the former US marine and Iraq combat veteran aims to reach Latino voters and Hispanic men who have eroded from the Democratic party in recent election cycles.
“I remember leaving work sites with my cousins to gather with friends and family to watch epic boxing matches,” Gallego told the Guardian, citing famous boxing legends like Julio César Chávez, Mike Tyson and Oscar De La Hoya. “Far too often, politicians treat Latino voters as a box to check. Our campaign is different: we’re focused on community events – food tours, town halls in Spanish, and this weekend: boxing watch parties.”
Latino voter support for Democrats nationally slipped 8 percentage points from 2016 to 2020, according to the firm Catalist. A 2022 survey of 3,600 exit-poll interviews with voters in battleground states, conducted by the progressive donor network Way to Win, found that 58% of Hispanic men supported Democratic candidates, compared with 66% of Latinas. Meanwhile, the Democratic political action committee Nuestro Pac found after the 2022 midterms that Hispanic men consistently lagged Latinas in Democratic support in battlegrounds by 8 to 12 points.
Chuck Rocha, an adviser to Gallego’s campaign, said Gallego himself texted senior staffers in the fall with the idea for the event, recalling his message was that with the Canelo bout coming in 2024 it would be good to have a presence around the fight for boys and their fathers and families who love boxing.
“We all know Latino men have been trending away from [Democrats], and Ruben Gallego is reflective of those men,” Rocha said, noting that Gallego had to sleep on a couch in his living room until he went away for college because his sisters shared a room together and he didn’t have a bedroom.
“Ruben went off to war and served with men and women who are true blue-collar, working-class kids like him. We both know the reason Latino men are slipping from Democrats is because we’re not showing up in the places we need to, and not having conversations about things Latino men care about.”
For its part, Lake’s campaign said Gallego’s events, and ads focused on Harvard and being a marine would not ultimately reach voters who are focused on inflation and border issues.
“Broadly every group is facing problems with inflation and the border and our plan all along is as voters learn about Gallego’s record, they will like him less, no matter what events he does and no matter his biography,” said Alex Nichol, a Lake campaign spokesperson, noting Gallego’s votes with Joe Biden’s “deeply unpopular” policies on illegal immigration and the economy.
A FiveThirtyEight analysis of Gallego’s votes in the 117th Congress found the Phoenix congressman was aligned with Biden 100% of the time.
Reaching voters where they are
Still, Gallego’s event is being lauded by veteran political organizers and operatives of both parties who stress that while most Latinos don’t celebrate
Cinco de Mayo, with the holiday often viewed as an excuse to drink margaritas and eat Mexican food, Hispanics who enjoy sports often look forward to the holiday as part of a major boxing weekend, when star Mexican prizefighters have high-profile bouts.
“This brings politics and engagement into a place candidates often don’t think about,” said Tomas Robles, founder of Roble Fuerte Strategies, and an organizer for 14 years in Arizona who has worked to mobilize Latino voters. “So it’s doing what most politicians hope to do, which is reaching new people and communities with their message, who they haven’t been able to reach in the past.”
Gallego has also put on a round table last week with Latino leaders on lowering prescription drug prices, a Maryvale, Arizona townhall last year entirely in Spanish, and a south Phoenix food tour with local influencer Señor Foodie.
“The Canelo fight watch party, I would say, is smart, because he’s continuing to mine parts of the Latino vote that Lake will never even touch, so if he can get them to turn out that’s a net gain for him,” said Jaime Molera, who served as an adviser to the former Republican governor Jane Dee Hull and co-founded the Molera Alvarez consulting firm.
While the Democratic party for the first time this cycle acknowledged its problem with reaching Latino men amid fear that they are gravitating to former president Donald Trump driven by his bravado and policies, Robles argues it’s an inaccurate view, and Hispanic men have instead been moved by what they perceive as “authenticity”.
“He’s no doubt been to a bunch of events like the one his campaign is organizing, like the ones we went to in our 20s. He can have a 15-minute convo by the taco truck and it won’t have to be anything about politics, it will be about boxing,” he said.. “That is the connection politicians are eager to make but a lot of them don’t put themselves in the shoes of the people they’re trying to connect with.”
Gallego led by two points over Lake in a March Hill/Emerson poll 51% to 49% but has enjoyed larger leads in more recent polls. An average of 19 polls from the Hill finds Gallego leading by an average of 4.7%.
Chuck Coughlin, who served as a campaign manager for former Republican governor Jan Brewer and is the president of HighGround which runs polls in Arizona, told the Guardian he spoke to Gallego before he ran and he shared that this was exactly the type of event he was going to do.
Coughlin described a demographic divide within the Hispanic community between “older, traditional, Catholic, gun-owning, conservative-leaning” members and the more activist, immigration-focused generation that was baptized under the state’s hardline SB1070 immigration law over a dozen years ago.
“For him to establish a beachhead with those people he would not be known to, coming from one of the lowest-turnout districts in the state, is smart,” he said. “His DNA – the story he tells on TV of having a hard-working single mom, going to college, being a marine in Iraq – that’s a working man’s story that they can relate to. I don’t think that story has been shared widely among those older Hispanics and this kind of event is a perfect place to allow himself to share those stories in an apolitical format with your tío and your family there.”
Junior Lopez, 42, is the owner and trainer at JL Boxing Academy, who has trained fighters for more than 15 years, including current top contender David Benavidez. He said the primary thing people need to know about Latino men is that their number one priority is taking care of their families.
In Lopez and men like him, Gallego has the opportunity to start a conversation on Saturday.
“I’m not going to lie, I don’t follow too much of the political stuff,” he told the Guardian. “This is a good thing for me and for my people in the community to hear what he’s about and to understand what he’s fighting for.”
One interesting wrinkle at the watch party: Benavidez, who Lopez trains, is ranked No 2 in ESPN’s supermiddleweight ranking, behind Álvarez. Fans entering the watch party will walk by a giant poster of Benavidez, who is nicknamed the “Mexican Monster”, and has accused Álvarez of ducking a matchup with him. In some ways that makes this under-the-radar watch party in Glendale part of the orbit at the center of the boxing universe.
And come November, Arizona too could be the center of the political universe, given the razor-thin margin in 2020 between Biden and Trump, and if Gallego is able to maximize his support with Latinos on his way to becoming the first Latino US senator in Arizona history.
Rocha, who wrote a book called Tio Bernie about serving as the architect for Bernie Sanders’ surprisingly robust 2020 Latino outreach effort, said he was impressed by Gallego’s focus on Hispanics at this juncture in the campaign.
“I’ve never seen a candidate more focused on maximizing the Latino vote than this candidate,” he said. “He’s from the community and has felt the pain they feel, and he has really good ideas.”
The reason Latino men are slipping from Democrats is because we’re not showing up in the places we need to
Chuck Rocha