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ATLANTA – Gov. Nathan Deal on Monday vetoed the "religious liberty" bill that triggered a wave of criticism from gay rights groups and business leaders and presented him with one of the most consequential challenges he's faced.

Deal said the legislation doesn't reflect Georgia's welcoming image as a state full of "warm, friendly and loving people" — and he warned critics that he doesn't respond well to threats of payback.

"Our people work side by side without regard to the color of our skin or the religion we adhere to," he said. "We are working to make life better for our families and our communities. That is the character of Georgia. I intend to do my part to keep it that way," he said.

The two-term Republican has been besieged by all sides, and his office has received thousands of e-mails and hundreds of calls. The tension was amplified by a steady stream of corporate titans that urged a veto — and threatened to pull investments if it became law.

The veto will likely infuriate religious conservatives who considered the measure their top priority. This is the third session they've sought to strengthen legal protections for gay marriage foes, but last year's U.S. Supreme Court ruling legalizing same-sex marriage galvanized their efforts.

Georgia's General Assembly has adjourned for the year, but the issue is sure to come up again when lawmakers return in January. "We're not going to quit," said Mike Griffin, spokesman for the Georgia Baptist Mission Board.

The governor, though, had ample cover from the critics. Executives from dozens of big-name companies — including Disney, Apple, Time Warner, Intel and Salesforce — called on the governor to veto the bill. The NFL warned it could jeopardize Atlanta's bid for the Super Bowl, and the NCAA hinted it could influence the state's ability to host championship games. And Deal's office said two economic development prospects have already abandoned Georgia because of the legislation.

They joined with gay rights groups who warned that the measure amounts to legalized discrimination. The bill, which passed both GOP-controlled chambers in hours, would allow faith-based organizations to deny services to those who violate their "sincerely held religious belief" and preserve their right to fire employees who aren't in accord with those beliefs.