Transcription of the LH subunit genes is stimulated by GnRH and may be modulated physiologically by steroids such as 17β-estradiol (E). We found that E treatment amplified GnRH stimulation of the rat LHβ and α-subunit promoters, and expression of the endogenous mRNA, in LβT2 gonadotrope cells 2- to 5-fold above GnRH alone. We examined gene expression in LβT2 cells after E and/or GnRH treatment, and found that E suppressed expression of transcription factor Zfhx1a, and enhanced GnRH stimulation of Egr-1 mRNA and protein. E effects were abolished in the presence of antiestrogen. Egr-1 is critical for LHβ expression; however, the role of Zfhx1a, which binds to E-box sequences, was untested. We found E-box motifs in both the rat LHβ (−381, −182, and −15 bp) and α-subunit (−292, −64, −58 bp) promoters. Zfhx1a overexpression suppressed basal and GnRH-stimulated activity of both promoters. Mutation of the α-subunit promoter E boxes at either −64 or −58 bp eliminated Zfhx1a suppression, whereas mutation of the −292 bp E box had no effect. Gel shift assays demonstrated that Zfhx1a bound to the −64 and −58, but not −292, bp E-box DNA. Similarly, mutation of LHβ promoter E boxes at either −381 or −182, but not −15, bp reduced Zfhx1a suppression, correlating with binding of Zfhx1a. The −381 bp LHβ E box overlaps with an Sp1 binding site in the distal GnRH-stimulatory region, and increased Sp1 expression overcame Zfhx1a suppression. Thus, one mechanism by which E may enhance GnRH-stimulated LH subunit promoter activity is through regulation of both activators and suppressors of transcription.