ATLANTA — Four years ago, Democrat Stacey Abrams commanded the spotlight with her campaign for Georgia governor, dumping millions of dollars into the race as the media followed her every move.
But there is little of that energy so far in 2026. Even though Democrats may have a better shot at winning, there is far less attention and money as their candidates compete for the nomination in next month's primary.
Their struggles raise the possibility that the Democrats could miss another chance to win the Georgia governor's office for the first time since 1998.
National Democrats say they are not going to let that happen. Kentucky Gov. Andy Beshear, who leads the Democratic Governors Association, said Georgia is "in play" and the money will be there for the party's eventual nominee.
“We’re going to make sure the Democratic candidate in Georgia has the funding they need to compete,” Beshear told The Associated Press on Saturday as he visited Atlanta to keynote a party dinner.
While Republicans have flooded the state with nearly $100 million in advertising, Democrats have spent only $1.24 million. Most observers believe no Democrat will win a majority in the rapidly approaching May 19 primary, prolonging the party's uncertainty.
Former Atlanta Mayor Keisha Lance Bottoms could be headed toward a June 16 runoff, thanks to superior name identification and being the only Black woman running in a party that has historically relied on support from Black women. But the scramble for a second spot appears wide-open, with likely contenders including former Republican Lt. Gov. Geoff Duncan, former state Sen. Jason Esteves and former state labor commissioner and CEO of suburban DeKalb County Mike Thurmond.
Democrat could face big Republican money
On the Republican side, health care billionaire Rick Jackson has already spent or pledged $50 million toward his bid, twice as much as any previous primary candidate for Georgia governor. There is also Lt. Gov. Burt Jones, who has been endorsed by President Donald Trump; Secretary of State Brad Raffensperger; and Attorney General Chris Carr.
It is a contrast to 2022, when Abrams outraised Republican Gov. Brian Kemp. She ended up losing the race, her second defeat to Kemp.
But Democrats say they are not worried this year even if they are outspent.
“I'll still win,” Bottoms said after a campaign event Monday, echoing other Democrats who say money can't paper over voter discontent with Republicans.
She argues that she is a “battle-tested leader” who gained national experience in President Joe Biden's administration. Like other Democrats, she cites expanding health care, affordable housing and better education as among her top issues.
“When given the opportunity to lead, I led on behalf of not just the city of Atlanta, but people across the state, and I am ready to go and fight for all of our communities to make Georgia a better place for our children,” Bottoms said Wednesday.
The Democratic race doesn't feature notable policy splits along the lines of the progressive-moderate fissures that have opened around the country. It is not even a clear-cut contrast on style like in the Texas Senate primary that James Talarico won over Jasmine Crockett. Only Esteves, who started nearly unknown statewide, has been willing to attack the other candidates.
The noncombative nature of the other candidates was on display Wednesday night in a televised debate that included only Bottoms, Duncan and Thurmond. Duncan made only the most oblique criticisms of Bottoms' record as mayor. After Thurmond blamed Duncan for supporting a bill allowing people to carry guns more widely, he said in a postdebate interview that the criticism wasn't aimed at Duncan directly.
Esteves tries to go from unknown to contender
Esteves is banking on a late surge to propel him to the runoff. He has spent about $1 million on a burst of advertising, the only significant spending by any Democrat thus far. The 42-year-old, who has a Puerto Rican father and a Black mother, argues he can build the “multiracial, multigenerational coalition" needed to win the young and diverse electorate in Georgia.
He often references his experience as a middle school teacher and small business owner in addition to his time as a lawyer, school board member and state senator.
“A lot of the challenges that Georgians are facing, I am facing in real time,” Esteves said in a Wednesday interview. “They’re looking for someone who not only wants to solve their issues, but can identify personally with their issues.”
Esteves is the only Democrat attacking Bottoms on how she managed crime, disorder and the COVID pandemic as mayor before her surprise decision not to seek a second term.
“The fact that she did not run for reelection confirmed people’s belief that when the going gets tough, she stepped out on the city,” Esteves said.
Bottoms defends her stewardship and says she declined to run again “based on what was best for me personally and my family."
Esteves has also repeatedly taken aim at Duncan, saying Duncan "oversaw some of the passage of the worst bills" while lieutenant governor, including Georgia's ban on abortions after fetal cardiac activity is detected. Although dozens of state lawmakers are backing Esteves, his top surrogate has been Shanette Williams, the mother of Amber Nicole Thurman, a woman who died in a suburban Atlanta hospital in 2022 after taking abortion pills and developing an infection.
New Democrat Duncan seeks ‘trust’
Duncan is best known for opposing Trump's attempt to overturn his 2020 election loss to Biden. He has spent the past year apologizing for his Republican past and argues he is the only Democrat who can win over enough moderate voters to give his new party a win. In recent weeks, Duncan has begun to pick up some endorsements from moderate Democrats and unions.
“I don’t want to only earn your vote, I want to earn your trust,” Duncan said in Wednesday night's debate.
Thurmond calls himself a “throwback” and says his experience in state and local government, including leading the state child welfare agency, serving as labor commissioner and helping to bail out the DeKalb County school district as superintendent, would let him move quickly to enact Democratic priorities.
“I have a track record of service to the people of Georgia, and I believe this election would turn not on promises, but on performance,” Thurmond said in an interview after Wednesday's debate.
He has been trying to knit together a coalition of rural voters and older Democrats. Among those backing him are Roy Barnes, the last Democratic governor, and Andrew Young, the former mayor of Atlanta and one of the last surviving leaders of the 1960s Civil Rights movement.
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