[64][65]
In the 1970 gubernatorial election, liberal former governor Carl Sanders became Carter's main opponent in the Democratic primary. Carter ran a more modern campaign, employing printed graphics and statistical analysis. Responding to the poll data, Carter leaned more conservative than before, positioning himself as a populist and criticizing Sanders for both his wealth and perceived links to the national Democratic Party. He also accused Sanders of corruption, but when pressed by the media, could not come up with evidence.[66][67] Throughout his campaign, Carter sought both the black vote and Wallace vote, referring to supporters of the prominent Alabama segregationist George Wallace. While he met with black figures such as Martin Luther King Sr. and Andrew Young, and visited many Black-owned businesses, he also praised Wallace and promised to invite him to give a speech in Georgia. Carter's appeal to racism became more blatant over time, with his senior campaign aides handing out a photograph of Sanders celebrating with Black basketball players.[66][67]
Carter came ahead of Sanders in the first ballot by 49 percent to 38 percent in September, leading to a runoff election. 