Sam Bregman to announce 2026 gubernatorial campaign, setting up primary showdown

LAS VEGAS — Sam Bregman made his opening case Thursday to northern New Mexico voters, who he hopes will help propel him next year from the courthouse to the Roundhouse.

The Bernalillo County district attorney announced his 2026 campaign for governor at the historic Las Vegas plaza, setting up a primary election showdown against fellow Democrat Deb Haaland.

In front of a crowd of several hundred supporters and curious onlookers, Bregman said next year’s race will come down to a simple question — who’s best equipped to push back against the policies of President Donald Trump?

“I will never back down,” Bregman said in a 15-minute speech, before mingling with supporters to the backdrop of a popular northern New Mexico band.

Before the afternoon event, his campaign released an official campaign launch video featuring Bregman riding a horse and decrying the toxic national political environment, including the “radical left” that he accused of dividing Democrats.

“To be blunt, people are tired of this garbage,” Bregman says in the video.

Both Bregman and Haaland are former state Democratic Party chairs, but the race between them — which could also be joined by other candidates — could feature plenty of differences.

Bregman, 61, has spent the last two-plus years as the top prosecutor in New Mexico’s most populous county since being appointed to the job by Gov. Michelle Lujan Grisham. He won reelection to a new term last year and pushed unsuccessfully during this year’s 60-day legislative session for tougher juvenile crime laws.

Bregman’s legal background could contrast with Haaland, who launched her campaign in February after stepping down as U.S. Interior secretary.

In a Thursday interview, Bregman said he would “fight back” against Trump’s policies, while at the same time pushing to make the state Democratic Party more inclusive.

“Because of the purity litmus tests of the radical left, I think we have lost a lot of Democrats who have either sat on the sidelines or voted for the other guy,” he told the Journal.

He also referred to some legislative Democrats’ resistance to tougher penalties for violent juvenile offenders during this year’s session, saying the “tone-deaf” reception to the proposal belied most New Mexicans’ views on the issue.

“New Mexico has amazing potential, but I don’t think we’ve ever quite lived up to that potential,” said Bregman, citing crime, health care access, housing, public schools and economic opportunities as key issues facing the state.

Bregman also said he planned to continue his job as district attorney while running for governor, saying he “absolutely” can do both.

While New Mexico could face a significant budget hit if congressional Republicans reduce funding for Medicaid and other federal programs, Bregman said he would not hesitate to speak out against Trump’s policies.

“I’m not picking a fight with Donald Trump,” he said. “Donald Trump picked a fight with New Mexico and all New Mexicans with his policies.”

A colorful history in NM politics
Bregman, who is the father of Boston Red Sox star third baseman Alex Bregman, has a long history in New Mexico politics.

He served as state Democratic Party chairman from 2013 until 2015 and previously served as an Albuquerque city councilor. But Bregman angered some Democrats as party chairman by suggesting that state Sen. John Arthur Smith, a moderate Democrat who chaired the Senate Finance Committee, should leave the party due to his role in blocking an early childhood education funding measure.

Bregman has also defended several clients in high-profile criminal cases.

He was the lead defense attorney for former New Mexico State Treasurer Robert Vigil in a public corruption case that ended with Vigil being sentenced to prison time for receiving kickbacks.

Bregman also was the defense attorney for one of two Albuquerque Police Department officers accused, but ultimately not convicted, of murder after the death of James Boyd, a homeless individual with a history of mental illness, in 2014.

He said Thursday he was not concerned about possible political attacks targeting his past work and remarks.

“I mean, they can do what they want,” Bregman told the Journal. “I’m going to stay on message and talk to the people about the issues they care about.”

Open race starting to take shape
New Mexico’s primary election for governor is set for June 2026, with the general election to take place in November.

The race will be an open contest since Lujan Grisham is term-limited and barred from seeking a third consecutive term as governor.

No Republicans have as of yet announced gubernatorial campaigns, while former Las Cruces Mayor Kin Miyagishima has also said he’s considering a bid for the Democratic nomination.

In a Thursday statement, Haaland’s campaign did not directly address Bregman’s decision to jump into the race.

“Deb’s message of strength and leadership to address New Mexico’s challenges head-on is resonating with New Mexicans,” a Haaland campaign spokesperson said. “We’re truly grateful for the resounding grassroots support she’s received across the state.”

University of New Mexico political science professor Gabriel Sanchez said Bregman’s entry into the race makes next year’s Democratic primary race more compelling.

While next year’s primary election is still more than a year away, he said Bregman has work to do since Haaland has already announced more than $3 million in campaign contributions.

Sanchez also said Bregman’s decision to officially launch his campaign in Las Vegas could be in part aimed at Hispanic voters in a traditional Democratic stronghold, though he said Bregman must also win over other voters, too.

“I think showcasing his announcement in Las Vegas also is probably an opportunity to court northern New Mexico voters regardless of their race and ethnicity,” said Sanchez.

Historically, some candidates from the Albuquerque metro area have struggled to win over voters in rural areas of the state, Sanchez added.

“Bregman has, to me, always been conscious of this,” he said. “The image he projects often with a cowboy hat and boots on TV appearances is part of this overall goal of connecting with rural New Mexicans.”

At the Las Vegas plaza event, some attendees said they were impressed by Bregman’s message.

Eloy Gonzales, who attended the event with his son Adrian Gonzales, said Bregman’s decision to launch his campaign in the San Miguel County seat was a smart one.

“I’m glad he came to the north first,” Gonzales said. “We don’t forget.”