2028 Already Taking Shape: Early Endorsements and High-Profile Appearances Kick Off White House Positioning

Signals that the next presidential contest is beginning to take shape surfaced this month, from a high-profile endorsement of J.D. Vance at a Turning Point USA event to attention-grabbing appearances by Kamala Harris and California Gov. Gavin Newsom at the Democratic National Committee’s winter meeting.

Early Moves While 2026 Midterms Loom

Although the immediate political spotlight this year is on the 2026 midterm elections and control of Congress, potential 2028 contenders are already testing messages, courting allies and building infrastructure. Formal campaigns are expected to begin in earnest after next November’s midterms, but many politicians and political organizations are laying groundwork early.

Sen. Ted Cruz, R-Texas, speaks at the Conservative Political Action Conference, CPAC, on Feb. 20, 2025, in Oxon Hill, Maryland.

Turning Point’s Endorsement Raises Stakes

At a Turning Point USA summit, an endorsement of J.D. Vance — a prominent conservative voice and potential 2028 contender — drew attention from Republican circles. Turning Point USA, which has a strong presence among younger conservatives and an active grassroots operation, could be a meaningful backer for any candidate it rallies behind.

An adviser familiar with the dynamics of conservative organizing told reporters that endorsements from influential groups can signal an ability to mobilize volunteers and donors. Such backing may give a candidate early momentum and force rivals to respond sooner than they otherwise would.

California Gov. Gavin Newsom, seen speaking at the 2025 New York Times DealBook Summit in New York City on Dec. 3, enjoyed a very warm reception as he held meetings at the Democratic National Committee's winter meeting, on Thursday in Los Angeles.

Republican Bench: Early Names To Watch

At this early stage, several Republicans are being mentioned as potential 2028 contenders. Names frequently discussed include Gov. Ron DeSantis (FL), Sens. Ted Cruz (TX) and Rand Paul (KY), Govs. Glenn Youngkin (VA) and Brian Kemp (GA), and former 2016 contender Marco Rubio. How competitive a GOP primary becomes will depend in part on the perceived success of the incumbent administration, economic performance, and results in the 2026 midterms.

Democratic Speculation After DNC Winter Meeting

On the Democratic side, high-profile appearances at the DNC’s winter meeting in Los Angeles sparked speculation about 2028 possibilities. Vice Presidential nominee Kamala Harris delivered a forceful address urging Democrats to prepare beyond the midterms, while Gov. Gavin Newsom received warm reception from delegates and met with state party leaders from early primary states.

Illinois Gov. JB Pritzker, seen attending a Veterans Day ceremony in Chicago’s Little Village neighborhood on Nov. 11, 2025, held a major fundraiser for the Democratic National Committee, on the sidelines of its winter meeting, in Los Angeles last month.

Democratic strategists say Harris is likely to remain active on the campaign trail to help congressional candidates and to keep building relationships with voters in key states. Newsom’s national profile has also risen after vocal pushback against Republican messaging and active engagement on national issues.

Wide Field Expected On Both Sides

Observers expect a crowded Democratic field if the party remains out of the White House. Figures often mentioned include Gov. J.B. Pritzker (IL); governors Josh Shapiro (PA), Andy Beshear (KY), Wes Moore (MD), and Gretchen Whitmer (MI); senators such as Cory Booker (NJ), Amy Klobuchar (MN), Ruben Gallego and Mark Kelly (AZ), and Chris Murphy (CT); and representatives like Alexandria Ocasio-Cortez (NY) and Ro Khanna (CA). Moderates such as former Transportation Secretary Pete Buttigieg and former White House chief of staff Rahm Emanuel are also discussed as potential contenders.

Progressive champion Rep. Alexandria Ocasio-Cortez (D-N.Y.), seen speaking at a rally for worker's and immigrants' rights on May 1, 2025, in New York City, is seen as a possible 2028 presidential contender.

With crucial midterm battles across the country in 2026, expect prospective 2028 candidates to increase visits to early primary states, raise funds, and refine their messages in the coming months.

What To Watch Next

Key indicators to follow include endorsements from influential groups, early-state organizing and fundraising, and how both parties perform in the 2026 midterms — all of which will help determine how competitive the 2028 nomination fights become.