DeSantis’ Disney fight risks political damage. Florida Governor Ron DeSantis has often imitated a Wild West gunfighter in his battle with Walt Disney Co (DIS.N).

DeSantis tells conservative audiences nationally, “There’s a new sheriff in town,” as he prepares to run for president in 2024.

Friendly audiences celebrate his flex. However, However, DeSantis and his fledgling campaign face political peril as his spat with Disney grows.

On Wednesday, Disney launched a federal lawsuit against DeSantis, drawing condemnation from Republicans who say his approach contradicts the party’s pro-business values.

“My home state will happily accept your 70,000+ jobs if you want to leave Florida,” former South Carolina Governor Nikki Haley tweeted to Disney.

“South Carolina is not woke, but we’re not sanctimonious about it,” she continued.

Disney’s criticism of Florida’s “don’t say gay” statute, which barred classroom discussion of sexual orientation and gender identity for young pupils, spurred the lawsuit. The state attempted to remove the theme park’s autonomy.

DeSantis is accused of improperly utilizing the state government to penalize a firm for free speech.

DeSantis spokesman Jeremy Redfern said Disney’s lawsuit “is yet another unfortunate example of their hope to undermine the will of the Florida voters and operate outside the bounds of the law.”

DeSantis, who was in South Korea on Wednesday for a weeklong trade tour, is expected to run for president next month. His staunch opposition to Disney has enraged some conservatives but has also raised new doubts about his ability to overcome former President Donald Trump in the 2024 Republican primary.

Trump recently claimed on social media that Disney was defeating DeSantis and that Disney’s departure from Florida might hurt the state’s economy.

DeSantis has portrayed himself as a trustworthy, pro-growth custodian of Florida’s economy, but his Disney position has confused some wealthy Republican contributors. Last year, Citadel Securities billionaire Ken Griffin called DeSantis’ actions “retaliation against corporate America.”

The Disney War made sense for Governor DeSantis’ presidential ambitions. However, However, Carlos Curbelo, a former Republican U.S. representative from Miami, said it now appears petty and personal. “The governor’s political win is becoming a liability.”

DeSantis defended himself Friday to the conservative Heritage Foundation.

“Deferring to every American corporation is not conservative. “Corporatism,” he said.

Hotel mogul Robert Bigelow, who donated $20 million to a super PAC backing DeSantis, said he supported the governor.

“On balance, the governor is a fair man and he is a lawyer,” Bigelow told Reuters on Wednesday.

In a nationwide Reuters/Ipsos survey this week, 44% of Republicans said the Disney dispute made them like DeSantis more. But 73%—including 82% of Democrats and 63% of Republicans—said they were less inclined to support a political candidate supporting legislation that penalizes companies for their political or cultural views.

A former Republican lobbyist in Florida, Mac Stipanovich, warned DeSantis had gone too far and may pay a political price.

“He has gotten all he can out of this gambit with the right-wing zealots,” Stipanovich remarked. “From now on, he will appear more petty, vindictive, and foolish to everyone else.”