A powerful Democratic-aligned veterans’ group is pouring resources into Virginia’s high-stakes gubernatorial race, hoping to shape the outcome of one of the most closely watched elections of the year. Vote Vets, a liberal organization that champions veterans running for office, has announced a $500,000 ad campaign to support Democratic nominee Abigail Span Berger. The effort is designed to highlight Republican opponent Winsome Earle-Sears’ record on economic policies and cost-of-living issues, with the ultimate goal of keeping the GOP on defense in the final months before Election Day.
This new investment underscores Virginia’s role as a political bellwether in the first off-year election since President Donald Trump’s second term began. With national implications at play, both parties see the contest as a crucial test of voter sentiment ahead of the 2026 midterm elections.
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Span Berger vs. Earle-Sears: A High-Stakes Matchup
The race pits Abigail Spanberger, a former CIA officer and three-term congresswoman, against Lt. Gov. Winsome Earle-Sears, a Republican Marine Corps veteran who made history as the first Black woman elected statewide in Virginia. Both candidates bring compelling personal stories and national security credentials, raising the stakes in a contest that could influence the political climate beyond Virginia’s borders.
Spanberger, who first flipped a GOP-held congressional seat in 2018, has consistently positioned herself as a centrist Democrat focused on bipartisanship and pragmatic leadership. Earle-Sears, meanwhile, has embraced conservative policies aligned with former President Trump, making her a favorite among Republican voters seeking continuity with the party’s national agenda.
Vote Vets’ Strategy and Messaging
VoteVets has long invested in Democratic candidates with military backgrounds, believing their service records help build trust among voters across the political spectrum. In a memo outlining its 2026 strategy, the group described candidates like Spanberger and New Jersey’s Mikie Sherrill—a Navy veteran and gubernatorial nominee this year—as key figures in reshaping the Democratic brand.
“These candidates stand as models for a Democratic Party seeking a new MO: leaders with an avowed commitment to the individuals they serve and whose military service and national security experience offer the reassurance of expertise and integrity,” the memo stated.
The group’s latest ad campaign zeroes in on kitchen-table economic issues, a theme that resonates strongly with voters. One of the ads features Ken, an Air Force veteran and Virginia resident, who warns that “the cost of living is out of control, and Winsome Earle-Sears would make it worse.” The ad criticizes Earle-Sears for backing GOP tax policies and tariffs that Democrats argue raise prices on everyday goods.
By focusing on affordability concerns, VoteVets hopes to connect with suburban and middle-class voters who may be skeptical of Republican economic strategies. The ads will run across multiple platforms—including broadcast TV, streaming services, and Spotify—in the Richmond and Norfolk media markets.
A Heated Campaign Trail
The Virginia governor’s race has grown increasingly contentious as both sides escalate their attacks. Earlier this month, Spanberger’s campaign released its first negative ad, criticizing Earle-Sears for comments about government workforce cuts. The ad accused her of being out of touch, claiming “thousands of Virginians are losing their jobs” while she brushed off the issue.
For her part, Earle-Sears has fought back by painting Spanberger as a Washington insider, accusing her of voting in lockstep with Democratic leaders Nancy Pelosi and Joe Biden. Her campaign has also leaned heavily on cultural issues, including attacks on transgender policies, mirroring tactics used by Trump’s team during the 2024 election.
Interestingly, while VoteVets is backing Spanberger, Earle-Sears herself is also a veteran. Her campaign has highlighted her service as a Marine Corps electrician in the 1980s, frequently featuring imagery of her in uniform. “She’s not a politician. She’s a Marine. Winsome Earle-Sears has a record of service and results,” one of her ads proclaims.
Money and Momentum in the Race
Campaign financing plays a critical role in Virginia’s gubernatorial elections, and Spanberger currently enjoys a significant advantage. According to financial disclosures, she ended June with $15.2 million in cash on hand, more than triple Earle-Sears’ $4.6 million.
Spanberger’s fundraising edge has already translated into a dominant advertising presence. Data from AdImpact shows she has outspent her opponent nearly two to one, with $5.6 million spent on ads compared to Earle-Sears’ $3.2 million through mid-August.
The new VoteVets ad blitz raises the group’s total commitment to Spanberger’s campaign to $1 million, following an earlier $500,000 contribution in February. So far, major Republican groups have not reserved significant ad buys for the fall, leaving Earle-Sears reliant on her campaign funds and smaller conservative allies.
Virginia’s Political Landscape
While Democrats have consistently carried Virginia in presidential elections since Barack Obama’s 2008 victory, the state remains competitive. Outgoing Republican Gov. Glenn Youngkin’s narrow 2021 win demonstrated that GOP candidates can still succeed statewide, particularly when energized by cultural debates and concerns over government overreach.
Trump also made gains in Virginia, improving his margin in the state by four points between 2020 and 2024, even though he still lost. These trends suggest that while Virginia leans Democratic, Republicans cannot be counted out—especially in lower-turnout off-year elections.
For Democrats, Span Berger’s candidacy represents both continuity and a test. Her centrist brand may help maintain the coalition that has powered the party’s success in the suburbs, but Republicans are banking on cultural flashpoints and frustration with Washington to drive their voters to the polls.
Frequently Asked Questions:
What is Vote Vets?
VoteVets is a progressive veterans’ organization that supports Democratic candidates, particularly those with military or national security backgrounds, through funding, endorsements, and advertising campaigns.
How much is Vote Vets spending in Virginia’s governor’s race?
VoteVets has launched a $500,000 advertising campaign in Virginia to support Democratic nominee Abigail Spanberger, bringing its total commitment to the race to $1 million.
Who is Abigail Span Berger?
Abigail Spanberger is a former CIA officer and former congresswoman from Virginia. She is the Democratic nominee for governor in the 2025 election.
Who is Winsome Earle-Sears?
Winsome Earle-Sears is Virginia’s Republican lieutenant governor and the GOP nominee for governor. A Marine Corps veteran, she is the first Black woman elected to statewide office in Virginia.
What issues are the Vote Vets ads focusing on?
The ads primarily focus on cost-of-living concerns, criticizing Earle-Sears for supporting GOP policies on taxes and tariffs that Democrats argue make goods and services more expensive.
Why is the Virginia governor’s race considered important nationally?
The race is viewed as a bellwether for the nation’s political climate under President Donald Trump’s second term, providing insight into voter sentiment ahead of the 2026 midterm elections.
Where will the Vote Vets ads run?
The ads will air on broadcast television, streaming platforms, and Spotify, focusing initially on Virginia’s Richmond and Norfolk media markets.
Conclusion
The Virginia governor’s race between Abigail Span Berger and Winsome Earle-Sears has become a defining contest with national implications. With Vote Vets investing $500,000 in a targeted ad campaign, Democrats are working to sharpen the contrast between Span Berger’s message of pragmatic leadership and Earle-Sears’ alignment with GOP economic and cultural policies.
