A political group backing Lt. Gov. Sara Rodriguez has launched a major television advertising campaign in the crowded Democratic primary for Wisconsin governor. The Wisconsin Forward Fund, which supports Rodriguez, has committed to a $1 million ad buy iin the state’s major media markets of Milwaukee, Madison, and Green Bay ahead of the Aug. 11 primary.
Rodriguez, a former state Assembly member who has served as lieutenant governor since 2023, is one of seven candidates seeking the party’s nomination to succeed Gov. Tony Evers, who is not seeking re-election. Other prominent contenders include former Lt. Gov. Mandela Barnes and Milwaukee County Executive David Crowley.
The ad spending comes as outside groups seek to boost name recognition for candidates in a competitive field. The Wisconsin Forward Fund previously ran smaller digital ads praising Rodriguez and has now moved to television, according to AdImpact tracking.
Rodriguez has positioned her campaign around lowering health care and child care costs, cutting property taxes and improving education funding. She is a nurse and public health professional who entered the race in July 2025 shortly after Evers announced he would not run again.
Rodriguez has faced questions over past donations from corporate PACs, including We Energies, which she accepted while in the Assembly before pledging to forgo such contributions as a gubernatorial candidate. Her campaign has defended the donations as consistent with her voting record.
The winner of the August primary will face the Republican nominee Tom Tiffany in November’s general election.
