President Donald Trump’s pull inside the Republican Party is still absolute.
His endorsement? Political gold.
“The Trump endorsement is king in any primary,” longtime GOP strategist Jesse Hunt told Fox News Digital. Fellow Republican consultant Matt Gorman didn’t mince words either, calling it “an undeniable force.”
And that reality is driving a new, high-stakes strategy among vulnerable Republicans: if you can’t win Trump’s backing… try to look like you have it anyway.
PLAYING DEFENSE AGAINST TRUMP-BACKED CHALLENGERS
Across the country, embattled GOP incumbents are facing serious primary threats from candidates backed by Trump himself. And instead of confronting that head-on, some are leaning into carefully crafted messaging that suggests they’re still aligned with the president.
Take Louisiana Sen. Bill Cassidy.
Cassidy — one of just seven Republicans who voted to convict Trump after the January 6 impeachment — is now locked in a tough primary against Trump-endorsed Rep. Julia Letlow.
But you wouldn’t know that from his ads.
In one spot, Cassidy highlights a fentanyl bill he authored, adding:
“President Trump said it was the most important legislation he would sign this year,”
Images of Trump appear prominently.
Another ad goes further, flashing “Trump & Cassidy” on screen while touting tax cuts the two “worked” on together.
Notably missing? Any mention that Trump is backing his opponent.
MASSIE’S PHOTO-OP FLASHBACK
In Kentucky, Rep. Thomas Massie — a longtime Trump critic — is facing a Trump-backed challenger, former Navy SEAL Ed Gallrein.
Massie has repeatedly clashed with Trump, including over the Epstein files and foreign policy. But in a recent campaign ad, he spotlighted an old photo of himself smiling alongside the former president.
A subtle signal — but a deliberate one.
Meanwhile, Trump allies are pouring money into boosting Gallrein and attacking Massie.
CORNERNED IN TEXAS
In Texas, Sen. John Cornyn is fighting for survival in a runoff against MAGA favorite and state Attorney General John Paxton.
Trump hasn’t endorsed either candidate — but Cornyn is making sure voters remember their past relationship.
In one ad, the narrator says Cornyn “had his back,” as footage shows Trump and the senator giving a thumbs-up together.
“We’re especially grateful to your wonderful senators,” Trump says in an old clip featured in the ad, referring to Cornyn and Sen. Ted Cruz.
Unlike Cassidy and Massie, Cornyn isn’t contradicting an endorsement — but he’s still leaning hard into Trump’s image.
HIGH-RISK STRATEGY?
The tactic may be clever — but it’s also dangerous.
Hunt warns that implying support from Trump when you don’t actually have it could blow up fast.
“If you haven’t earned it but portray as though you have, it could be the end of your campaign,” he said. “That’s if the President decides to take issue with it.”
In today’s GOP, one thing is clear: crossing Trump is risky — but pretending he’s on your side when he isn’t could be even worse.
