President Lula asked Secom minister Sidônio Palmeira to remain in office until the end of the term, avoiding his departure to lead the 2026 reelection campaign. Instead, Lula plans to hire Raul Rabelo, the minister's former partner, to handle campaign marketing. This move bolsters Sidônio's influence over government and PT communications.
President Luiz Inácio Lula da Silva of the PT held a conversation last week with Secom minister Sidônio Palmeira, asking him to stay in the government until the end of the term. Sidônio, who coordinated Lula's 2022 campaign, was expected to take on the role again for the 2026 reelection bid, which would require him to step down from his current position.
With Sidônio staying, Lula will seek a new marketer for the campaign. Raul Rabelo, the minister's former business partner and an advertiser closely aligned with him, is in line for the job. Raul has worked on previous PT campaigns, particularly in Bahia, where Sidônio was involved in electoral races. This closeness ensures Sidônio's influence over Lula's electoral actions, even without direct involvement in the campaign routine.
Sidônio has become one of Lula's key advisors since his 2025 appointment. The president consults him not only on communications but also on other government areas. Keeping him at the Planalto prevents disruptions in crucial discussions during the electoral period. Moreover, Sidônio shapes PT communications, led by Éden Valadares, a Bahian like him and Raul. The three maintain a strong relationship, including shared support for Bahia football club, aiding alignment between government and party messaging.
Sidônio's ties to Lula formed in 2022 through Bahian PT figures like Senator Jaques Wagner and Casa Civil Minister Rui Costa. Initially, Paulo Pimenta (PT-RS) took the Secom role. For 2026, the PT aims to frame the election as a plebiscite against Jair Bolsonaro's government, with Flávio Bolsonaro as the pre-candidate. Emphasis will be on revived social programs, income tax exemption up to R$5,000, and criticism of bolsonarista backing for Donald Trump's measures, which impact Brazil and tie to proceedings against Bolsonaro, imprisoned for a coup attempt.
Ministers like Gleisi Hoffmann and Rui Costa are set to leave their posts to run for Senate seats in Paraná and Bahia, respectively. Sidônio's retention avoids the need for a Secom replacement.
