The Virginia Lottery is making a significant commitment to economic inclusion, with plans to spend a substantial $43 million with minority-owned businesses, including Black enterprises, in 2026. This initiative, spearheaded by Executive Director and CEO Khalid Jones, aims to foster transparency and equitable community engagement, potentially transforming business relationships and outcomes for underserved communities.
Addressing Lottery Disparities
While research has indicated that Black Americans tend to spend more on lottery tickets compared to other minority groups, both in total amount and as a percentage of income, the Virginia Lottery is taking proactive steps. CEO Khalid Jones is focused on ensuring that the lottery’s business operations provide favorable outcomes for minorities, demonstrating a commitment to change from a business perspective.
Under Jones’s leadership, the Virginia Lottery achieved record revenue exceeding $5.7 billion in fiscal year 2025. This impressive financial performance, driven by instant draw games, online sales, virtual sports, and major jackpot games, provides the capital needed to support these new business initiatives. Importantly, the lottery’s current profits of $901 million are dedicated to supporting K-12 public education across the state.
Key Initiatives for Business Growth
Appointed in April 2024, Jones has outlined several key initiatives to broaden business opportunities. A major focus is expanding a procurement awareness program designed to elevate prospects for small, women-owned, and minority (SWaM) businesses. The lottery anticipates a total procurement spending of $180 million next year, with a significant portion, approximately $43 million, earmarked for SWaM businesses.
To ensure these opportunities are accessible, the lottery is actively connecting with local chambers of commerce and trade groups. The goal is to educate SWaM vendors on how to effectively partner with the enterprise, ensuring that a lack of knowledge never becomes a barrier to working with the Virginia Lottery.
Boosting Game Provider Diversity
Another critical area of focus is diversifying the lottery’s game providers. Currently, there are no Black-led or Black-owned companies supplying content to the Virginia Lottery, which operates the largest digital lottery platform in America. Jones sees this as a significant opportunity to unlock new content and introduce fresh perspectives by bringing different voices into the game creation process.
Supporting Black Organizations and HBCUs
The lottery is also escalating its spending with various Black organizations. This includes increasing advertising in Black-owned newspapers like the Richmond Free Press and sponsoring events such as the Richmond Jazz & Music Festival. Furthermore, the lottery plans to strengthen existing partnerships with Norfolk State University and Virginia State University, while also extending relationships to other Historically Black Colleges and Universities (HBCUs) across the state.
Community engagement also extends to supporting initiatives like the Hampton Roads Committee of 200+ Men Scholar’s Breakfast, which aids young Black men graduating with a 3.0 GPA or higher. Jones, who served as the keynote speaker for this event, highlighted the lottery’s daily commitment to supporting students, teachers, and school personnel throughout Virginia.
A Vision for the Future
With over 20 years of experience in business growth and strategy within the lottery, gaming, and sports industries, Jones brings a wealth of knowledge. His agenda also includes attracting a younger demographic and higher-value players, leveraging innovative technology like AI to streamline operations, and even adopting tactics from casual gaming platforms to reimagine player interaction.
Ultimately, Jones’s efforts to share wealth with the Black community and evolve the lottery’s approach could be truly transformative. His core mission remains clear: to provide essential funding for K-12 public education by expanding opportunities to all communities and embracing inclusivity.
What do you think about the Virginia Lottery’s commitment to minority businesses? Share your thoughts and insights in the comments below!