CHICAGO — JB Pritzker is pouring tens of millions of dollars of his own money into boosting Black and Hispanic candidates this cycle. That could help him win over critical voters in 2028.
The billionaire Illinois governor — who’s also considered a potential presidential contender — is investing at least $38 million in battleground races, according to a person familiar with the governor’s political strategy granted anonymity to discuss details.
Much of that spending has gone to candidates of color, some of whom haven’t drawn much other investment from national Democrats. Pritzker is also investing in races in all six early states on the Democratic presidential nominating calendar, which was rearranged earlier this year to give prize spots to five states with significant Black or Hispanic communities: South Carolina, Nevada, New Mexico, Virginia and Michigan.
Asked by POLITICO about how his midterms spending could lay the groundwork for a presidential campaign, Pritzker said he’s “focused on winning in 2026.”
But some of those receiving major infusions from Pritzker say it should earn him a serious look in 2028.
“Governor Pritzker is playing a very important role” in the party, said Rep. Shomari Figures, a Black Democrat facing an uphill fight in Alabama who has gotten an assist from Pritzker’s newly-formed super PAC, Ready for the Fight. “He actually cares and is… willing to invest in districts where minority candidates have a good shot if they have the right type of support. I think that’s an important element of any leadership.”
Pritzker said Ready for the Fight’s strategy focuses on GOP-leaning districts that would normally be “out of sight for Democrats” but have become competitive in a favorable midterm environment.
Figures is fighting for reelection in a district Republicans redrew to make it harder for a Democrat to win by decreasing the Black population, after the Supreme Court gutted the Voting Rights Act this past spring.
When that court decision came down, Figures said Pritzker was one of the first people to call him to offer help.
“The fact that he reached out and engaged us through that lens with that level of knowledge about what was happening in Alabama meant a lot to us,” Figures said.
Pritzker is spending $1.6 million for Figures, $1.9 million to boost Tennessee state Rep. Justin Pearson, another Black candidate running in a newly gerrymandered district that includes part of Memphis, and has put $1.3 million behind Arkansas Democrat Chris Jones in his race against Rep. French Hill (R-Ark.) in Little Rock, making him the largest Democratic spender besides the Democratic Congressional Campaign Committee in all three districts.
Pritzker is also the largest individual donor to Texas Democrat Gina Hinojosa’s gubernatorial campaign, personally contributing $200,000 before committing another $1 million earlier this month. The latter donation came with a matching contribution from the Democratic Governors Association. Hispanic officials and lawmakers have been ramping up the pressure on the group’s chair, fellow 2028 hopeful Kentucky Gov. Andy Beshear, to invest more in Texas.
Pritzker called Hinojosa an “outstanding person.”
“The opportunity for her to win and for Democrats to win as a result of her winning is tremendous,” Pritzker told POLITICO at a Thursday press conference. “From my perspective, we all ought to be helping somebody like that to overcome the odds.”
And while he declined to criticize national Democrats’ strategic decisions not to spend for some candidates in tough races facing a deluge of GOP outside money, he made clear he was looking to make up for that lack of funding.
“If I were running in one of those districts, and I’m not getting dollars that I see going to other districts, I would feel frustrated,” Pritzker said. “There’s only so much you can do when you’re being outspent three to one or four to one nationally, and so I’m trying to do my best to fill in some of that wherever I can.”
Pritzker is not the only potential 2028er looking to woo politically powerful Black and Hispanic communities, and his day job and his own reelection bid keeps him away from the national trail — unlike some of the other senators and governors who’ve been criss-crossing the country for months. But what he lacks in time, he makes up for in money.
His spending strategy is catching the attention of senior Black Democratic leaders.
“People tend to take notice of the people who take notice of them,” said South Carolina Rep. Jim Clyburn.
Clyburn said he takes Pritzker “seriously” as a potential presidential candidate, but cautioned that Black voters and organizers in his home state, where Pritzker recently addressed the state NAACP’s annual convention, likely won’t be swayed by campaign contributions alone.
“We are going to take measure of candidates, not based upon how deep their pockets are, but we’re going to take measure of how deep their commitments are to those things deemed important in the African American community,” he said.
Still, the donations are helping the billionaire longtime Democratic donor and two-term governor forge new allies in key communities that could provide a boost come primary season.
“I appreciate Governor Pritzker’s willingness to invest in places others have written off,” said Jones, who also thanked the DCCC for recently adding him to their list of targeted races. “Convincing people a race is worth investing in has often been an insurmountable barrier for Black candidates.”
Pritzker’s PAC spent $2.8 million for New Mexico Democratic Rep. Gabe Vasquez and the governor made a $400,000 personal contribution into a super PAC backing Nevada gubernatorial candidate Aaron Ford, a Black candidate running in a heavily Hispanic early-voting state.
But his biggest investment of the cycle was to boost Illinois Lieutenant Governor Julianna Stratton, who he picked as his 2018 running mate when she was a little-known state representative, then invested $10 million to help her win her U.S. Senate primary this spring.
The move created some tensions: Pritzker’s endorsement of Stratton helped lift her 2026 Senate campaign significantly over two other candidates — including Rep. Robin Kelly (D-Ill.), another Black woman who has had a strained relationship with Pritzker over the years. That frustrated several members of the Congressional Black Caucus, though he’s sought to mend fences since. Clyburn, who endorsed and campaigned for Kelly, said that race won’t “dictate future relationships when it comes to putting our party in the best position to win the elections in 2028.”
And ultimately, Stratton’s ascendance is a significant step in his outreach to Black voters nationally. He will be credited with helping send just the sixth Black woman ever to the U.S. Senate after her likely victory in November. She could be a key 2028 surrogate should he run for president.
“He really does have a platform to raise awareness of critical races that people might not otherwise pay attention to,” Stratton said. “I’m really grateful for that.”