Why is Trump looking for sponsors for the White House Easter Egg Roll?

The White House is actively soliciting corporate sponsorships for the annual Easter Egg Roll, a step that has raised questions among ethics experts and former officials. Historically a non-profit activity, this year’s event will enable companies to place their logos and hand out branded souvenirs in return for sponsorships.

The sponsorship tiers, from $75,000 to $200,000, were detailed in records that CNN accessed. The event is being produced by the outside production firm Harbinger, providing sponsors with branding and attendance at an invitation-only brunch hosted by First Lady Melania Trump. This is a dramatic departure from previous practice, as previous administrations have closely controlled corporate participation in White House events.

Departure from Tradition and Ethical Concerns

The Easter Egg Roll, which dates back to 1878, has traditionally been funded privately. Groups such as the American Egg Board have donated eggs, and NASA, the LEGO Foundation, and Disney have in the past joined with minimal branding. Strict rules once kept companies such as Coca-Cola from using branded coolers for donated drinks.

Critics suggest that the new sponsorship model violates ethical principles. Former White House ethics lawyer for President George W. Bush, Richard Painter, denounced the move: “That would have been vetoed in about 30 seconds in my day. We’re not running this like a football stadium where you get all logos all over the place for kicking in money.”

Donald Sherman, executive director of Citizens for Responsibility and Ethics in Washington (CREW), shared the same concerns. “I know there are corporate sponsors for the Easter Egg Roll. What I have not seen before is the direct solicitation and the use of the imprimatur of the White House to provide corporate sponsorship,” he said.

Neither the White House, Harbinger, nor the National Park Service has responded to whether the White House Counsel’s Office had sanctioned the sponsorship plans. It is also unknown if official event announcements and social media promotions will originate from White House accounts or outside channels.

Not the First Controversy

This is not the first controversy regarding the overlap of White House functions and private interests. Trump previously hosted an event with Tesla cars on the South Lawn with CEO Elon Musk in attendance earlier this month. In 2020, the Republican National Convention was partially staged on White House property, sparking politicization concerns.

Also, Trump has encouraged private enterprises, such as creating his own cryptocurrency, and Melania Trump has launched a memecoin, further raising concerns over the blurring of boundaries between public office and private business interests.

History of the White House Easter Egg Roll

The Easter Egg Roll has a history dating from 1878 when President Rutherford B. Hayes invited kids to the White House South Lawn following a ban on egg rolling on Capitol grounds by Congress. The event turned out to be a full-scale one with games, entertainment, and the classic egg roll race.

The event has had historic moments. In 1885, kids walked into the White House’s East Room to greet President Grover Cleveland, beginning a tradition of presidential welcomes. President Benjamin Harrison brought live music in 1889, and First Lady Pat Nixon brought the official Easter Bunny in 1969. President Ronald Reagan and First Lady Nancy Reagan began the tradition of signed wooden eggs by celebrities in 1981.

In spite of periodic cancellations because of war, national emergencies, or the COVID-19 pandemic, the Easter Egg Roll is a valued American tradition.

White House Easter Egg Roll 2025

In spite of continued controversy, preparations for the 2025 Easter Egg Roll are underway, with the event scheduled for April 21. Sources suggest that sponsorship money will also be used for other White House events, such as Halloween festivities and Fourth of July celebrations.

As reported by CNN, one of the principal sponsors has already committed, with other corporate deals in the process of being negotiated. The White House grounds, which are administered by the National Park Service, are said to be handling screening of prospective donors.

Although the Easter Egg Roll has long been a bipartisan, family-friendly affair, this year’s sponsorship campaign has raised concerns about the expanding role of corporate involvement in White House tradition.