SAO PAULO — Brazilian Senator Flavio Bolsonaro, the eldest son of former President Jair Bolsonaro, officially kicked off his presidential campaign on Saturday, setting his sights on unseating incumbent President Luiz Inacio Lula da Silva in October’s election. The event drew considerable international attention, featuring a live speech from Argentine President Javier Milei, a video address from Israeli Prime Minister Benjamin Netanyahu, and an AI-generated message from his father, who remains under house arrest.
Speaking before a crowd of supporters waving green and yellow flags in a nearly — but not completely — full Sao Paulo arena, the senator delivered an emotional address pledging tax reductions and a harder line on crime. He also made clear his intention to continue his father’s political legacy.
“Here is Bolsonaro’s blood,” he told the crowd with visible emotion.
Former President Jair Bolsonaro is currently confined to house arrest stemming from his alleged involvement in an effort to overturn the election results in which Lula defeated him.
Milei, who flew to Brazil the evening before the event, delivered a passionate speech taking direct aim at Lula and declaring that Flavio Bolsonaro has the ability to rescue Brazil from what he called socialism. Earlier that same day, Milei met with Sao Paulo Governor Tarcisio de Freitas.
“We will continue offering our testimony everywhere against the lies of socialism,” Milei said during his remarks.
Brazil’s presidential administration did not provide a comment in response to a media inquiry.
Former first lady Michelle Bolsonaro, Flavio’s stepmother, also weighed in via a pre-recorded video message aimed specifically at female voters. Her appearance came after the two had publicly clashed in an exchange of social media videos, a dispute they have since resolved.
“Flavio, may God bless and protect your candidacy,” she said in her video remarks.
The senator had secured his father’s backing to run back in December. However, his campaign lost traction in May after leaked communications connected him to imprisoned banker Daniel Vorcaro, a relationship he later confirmed involved Vorcaro financing a documentary about the elder Bolsonaro’s political career.
His standing in the polls has also been hurt by the public falling-out with Michelle Bolsonaro and by his association with U.S. President Donald Trump, whose tariffs have affected Brazilian exports.
A Datafolha poll released Friday put Lula ahead of Flavio Bolsonaro 48% to 43% in a potential runoff matchup — a slight widening of the gap compared to a June survey showing 47% to 43%.
Flavio Bolsonaro has also faced difficulty building political coalitions, with center-right parties opting to remain on the sidelines rather than throw their support behind him.
Despite those challenges, attendees at Saturday’s launch event expressed confidence in his chances.
“Brazil has to change. There were no scandals linked to Flavio Bolsonaro. This is coming from the left,” said Leandro Aguilar, 44, a Sao Paulo resident who came to the event with his family.
Another attendee, Janete Rubio, 68, was visibly moved throughout the gathering — at moments tearful, at others dancing to music while wrapped in both Brazilian and American flags.
“Brazil is very rich, but it is being underestimated. Together, with the strength of the United States and the strength of Trump, we will succeed,” she said.
