The bitter — no, make that nasty — Republican primary for New Jersey governor is much more than a battle over which candidate is most aligned with President Donald Trump. Behind the scenes, there's a big tug of war going on over the president's possible endorsement, with crucial members of Trump world — people who have actually been in the room with him, including famed Jersey girl Kellyanne Conway — directly involved. On opposing sides.
Even with the daily drama coming out of D.C., the belief is Trump's blessing could upend or even end the crowded race for the GOP nomination to succeed Democratic Gov. Phil Murphy. At play: Whether Trump will throw his weight behind former state Assemblyman Jack Ciattarelli or former radio host Bill Spadea — or stay out altogether. At stake: a governor's seat national Republicans are ready to spend big on to win, in a state Trump shockingly helped paint more purple last fall and one where he lives part of the year.
"Everyone's trying to get an endorsement," New Jersey Republican National Committeewoman Janice Fields told me. "They're using any angle they can."
Spadea is running as an unabashedly pro-Trump candidate — a supporter "since he came down the escalator" — and I'm told his team has "made its case" to Trump's team. On Spadea's side is campaign consultant Bill Stepien, a longtime Jersey political operative and former Trump campaign manager. One source called Stepien a "key voice and influence" in the push to get Trump on board, though others are involved. Spadea's camp has drawn attention to remarks Ciattarelli made in the past knocking the loyalty-loving president and the fact he didn't seek Trump's help when he ran four years ago. The thought is Trump's backing could put Spadea over the edge after numerous polls have shown Ciattarelli far in front.
"I believe if Trump endorses Spadea, the primary's over," said George Gilmore, the powerful Ocean County Republican chairman and a close Spadea ally. "We'll have to wait to see what he does. He may stay neutral."
On the other side is Conway, a New Jersey native and resident who ran Trump's 2016 campaign. She and other former Trump advisers co-founded a super PAC, Kitchen Table Conservatives, designed to stunt Spadea in the race and in turn boost the chances Ciattarelli, the man who came close to unseating Murphy last time. The group has run digital ads with video clips of Spadea criticizing Trump a few years ago, seeking to undercut his claims of lengthy support. And Conway, I'm told, has "piped" those clips into Trump's sphere, even playing them for the president. Sources say Trump's team previously wasn't aware of Spadea's remarks.
The PAC's roster also includes former Trump ad man Larry Weitnzer, a Jersey native, veteran GOP operative Carlos Cruz, and Katie Miller, the one-time spokesman for former Vice President Mike Pence (and the wife of Trump adviser Stephen Miller.)
Their hope is Trump will skip backing Spadea because they worry Spadea's positions are too extreme and his fundraising too light to win the general election. The sense is Trump sitting out entirely would be enough of a victory for the pro-Ciattarelli forces, though I'm told a few other Ciattarelli allies have tried to bend the president's ear to swing an endorsement his way.
"We support what it is he's trying to do and get the waste and fraud out of government," Ciattarelli told me this week. "I welcome his endorsement."
A poll from Conway's consulting group last month showed Ciattarelli leading the race. More importantly, it showed 65% of Republicans said they're more likely to vote for the candidate Trump endorses. More than 60%, however, said they're less likely to pick Spadea after being told of his past critiques of Trump.
I obtained a polling memo from Conway's group that said Spadea's "bromance" with Trump and his "MAGA disguises cannot be taken for granted," but if Trump and his team "are provided with facts and receipts ... Ciattarelli could make a strong case for a Trump endorsement." That, the memo said, "would effectively end this expensive, unnecessary primary."
At the same time, a recent public poll from FDU found Ciattarelli as the GOP contender with both the highest favorable and highest unfavorable marks among MAGA voters.
Trump has endorsed GOP candidates for governor in blue states before. This year, New Jersey and Virginia are the only two states with gubernatorial contests.
He made an endorsement in Jersey last year, backing former Mendham Mayor Christine Serrano Glassner — the wife of close Trump adviser Michael Glassner — in the Republican U.S. Senate primary. She went on to lose to hotelier Curtis Bashaw.
But an endorsement now might mean more because Bashaw had most of the county lines, preferential placement on the primary ballot. Those no longer exist.
Trump didn't endorse in the last two Jersey governor's races. Ciattarelli, walking a tight rope when Trump was more toxic in the state, didn't ask for his endorsement in 2021. One source close to Murphy also suggested Trump may not have wanted to get involved since he became friendly with Murphy while working together during COVID.
Ciattarelli and Spadea continue to point to comments the other made about Trump. Ciattarelli called Trump a "charlatan" in 2015 and said he was "unfit to be president" — as highlighted in a Spadea ad calling Ciattarelli "fake." Ciattarelli's supporters say he has been on a "journey" to embracing Trump, much like Vice President JD Vance, and his remarks were a decade ago. Spadea, meanwhile, called Trump's first presidency a "failure" in 2021 and suggested the party move on — as highlighted in the Kitchen Table ad calling Spadea "phony." Spadea has portrayed those remarks as a brief and momentary lapse.
The only public comments Trump has made about the race came last year, when he appeared on Spadea's radio show. He told Spadea "you've had my back from the beginning" and criticized Ciattarelli, though not by name.
"The guy never came to ask for my support," Trump said. "When MAGA sees that, they don't like it and they didn't vote for him. He would have won easily if he did."
A wild card is Mario Kranjac, the former Englewood Cliffs mayor who entered the primary last month and touts himself as the Trumpiest mayor New Jersey has ever seen. Kranjac was also recently endorsed by former House Speaker Newt Gingrich, a Trump ally.
Kranjac didn't dismiss a Trump endorsement, noting he speaks with people who speak with Trump. "I've been a Trump supporter from Day 1," Kranjac said. "Our policies align."
Then there's Ed Durr, the truck driver who made national headlines when he won a state Senate seat in a huge upset in 2021 — and received a phone call from Trump himself. Durr said he hasn't made a personal appeal for Trump's endorsement but says he's the "most suited" for it. "I've been loyal since Day 1," Durr said.
So will Trump jump in?
"That's the million-dollar question," said Jose Arango, the Hudson County Republican chairman. "With Donald Trump, you never know."
Case in point: Sources say Bashaw's campaign was assured Trump would keep out of last year's Senate race. Then, all of a sudden, with Bashaw in the audience, Trump endorsed Serrano Glassner from the stage at his rally in Wildwood.
For the record, the White House declined comment.
State Sen. Jon Bramnick, another contender and a frequent Trump critic, knows one thing: "It's unlikely it's gonna be me."
