Multiple sources close to Ted Cruz say the Texas senator is expected indicate his support for Donald Trump as soon as Friday.

It is unclear whether Cruz will say only that he is voting for the Republican nominee, as other lawmakers have done, or offer a more full-throated endorsement, but the idea of throwing any support to Trump is controversial within Cruzworld.

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“If he announces he endorses, it destroys his political brand,” said someone who had worked for Cruz's campaign.

Steve Deace, a prominent conservative Iowa radio host who was a major Cruz backer, also tweeted Friday that the senator would endorse Trump. A spokeswoman for Cruz did not respond to multiple requests for comment.

Trump’s former primary foe has so far refused to back him, going so far as to tell Republicans to “vote your conscience” at the Republican National Convention. Since then, Cruz, who may face a primary challenge in 2018, has come under mounting pressure to get behind Trump, though many Cruz loyalists see an endorsement as unacceptable.

Asked about a possible endorsement, Jason Johnson, Cruz’s chief strategist on the campaign, responded with a photo of himself, with his hand over his face.

Matthew Nussbaum contributed to this report.