My first thought is that this may be for 1) political leverage and 2) propaganda. Leverage as a spoiler, to pressure/influence the other two parties in the election cycle. Propaganda is pretty self-explanatory, I think: getting into the news & podcaster cycles, throwing events, sending out mailers/flyers etc.

Some people (rich & poor) and interest groups/super PACs may fund it, so it won’t even have to be all his own money.