José Antonio Primo de Rivera y Sáenz de Heredia, 1st Duke of Primo de Rivera, 3rd Marquess of Estella GE (24 April 1903 – 20 November 1936), often referred to simply as José Antonio, was a Spanish politician who founded the falangist Falange Española ("Spanish Phalanx"), later Falange Española de las JONS.

The eldest son of General Miguel Primo de Rivera, who governed Spain as dictator from 1923 to 1930, Primo de Rivera worked as a lawyer before entering politics, an enterprise he initially engaged in vowing to defend his deceased father's memory. He founded Falange Española in October 1933, shortly before running as a candidate in the 1933 general election, in which he won a seat in the Congress of Deputies of the Second Spanish Republic.

In 1936, he endorsed the Spanish nationalist military coup against the republic that led to a civil war that he later tried to stop. Imprisoned before the start of the war, he was accused of conspiracy and military rebellion against the government of the republic and was sentenced to death and executed during the first months of the war.

In life, he held the nobiliary title of 3rd Marquess of Estella, Grandee of Spain. In 1948, he was posthumously given the title of Duke of Primo de Rivera, which was subsequently passed to his brother Miguel. The image of José Antonio was revered during the war by the Nationalist faction, and after the establishment of Francoist Spain he was regarded as a martyr, and used as a tool of the Francoist propaganda apparatus. The inscription of "José Antonio ¡Presente!" could be found in many churches all across Spain.