His Bible sales pitch comes as he appears to be confronting a significant financial squeeze, with his legal fees growing while he fights a number of criminal cases and lawsuits.
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Former President Donald J. Trump holding a Bible in front of St. John’s Church in Washington, in 2020. Mr. Trump is now hawking a Bible with an adaptation of his campaign slogan, saying, “we must make America pray again.”
Before he turned to politics, former President Donald J. Trump lent his star power and celebrity endorsement to a slew of consumer products — steaks, vodka and even for-profit education, to name just a few.
On Tuesday, Mr. Trump, the presumptive Republican presidential nominee, added a new item to the list: a $60 Bible.
Days before Easter, Mr. Trump posted a video on his social media platform in which he encouraged his supporters to buy the “God Bless the USA Bible,” named after the ballad by the country singer Lee Greenwood, which Mr. Trump plays as he takes the stage at his rallies.
“All Americans need a Bible in their home, and I have many. It’s my favorite book,” said Mr. Trump, who before entering politics was not overtly religious and who notably stumbled while referencing a book of the Bible during his 2016 campaign. “It’s a lot of people’s favorite book.”
Though Mr. Trump is not selling the Bible, he is getting royalties from purchases, according to a person familiar with the details of the business arrangement.
Priced at $59.99, plus shipping and tax, the “God Bless the USA Bible” includes a King James Bible and a handwritten version of the chorus of Mr. Greenwood’s song, and copies of the Constitution, the Bill of Rights, the Declaration of Independence and the Pledge of Allegiance.
In his video, Mr. Trump expressed his approval of the book’s blend of theology with foundational American political documents, framing that mix as central to the political call that has been his longtime campaign slogan, Make America Great Again.
“Religion and Christianity are the biggest things missing from this country,” Mr. Trump said. Later, he added, “We must make America pray again.”
As he runs for president this year, Mr. Trump has framed his campaign as a crusade to defend Christian values from the left. He often makes false or misleading claims that Democrats are persecuting Christians. Last month, he told a religious media convention that Democrats wanted to “tear down crosses.”
His Bible sales pitch comes as he appears to be confronting a significant financial squeeze. With his legal fees growing while he fights four criminal cases and a number of civil lawsuits, Mr. Trump is also being required to post a $175 million bond while he appeals his New York civil fraud case — a hefty amount, though one that is significantly smaller than the $454 million penalty imposed in the case.
According to the Bible’s website, Mr. Trump’s “name, likeness and image” are being used “under paid license from CIC Ventures LLC.”
The Trump campaign did not immediately respond to questions about the business arrangement. But CIC Ventures is also connected to another product Mr. Trump has hawked while campaigning: $399 “Never Surrender” sneakers that he announced at a sneaker convention in Philadelphia last month.
Michael Gold is a political correspondent for The Times covering the campaigns of Donald J. Trump and other candidates in the 2024 presidential elections. More about Michael Gold
Maggie Haberman is a senior political correspondent reporting on the 2024 presidential campaign, down ballot races across the country and the investigations into former President Donald J. Trump. More about Maggie Haberman
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Source: nytimes.com
