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

The White House is reaching out to corporate sponsors to help fund the annual Easter Egg Roll, a move that has sparked controversy among ethics experts and former White House officials.

Organised by an external event production company, Harbinger, the sponsorship drive offers corporations branding opportunities at an event traditionally hosted without commercial advertising.

Documents accessed by CNN show sponsorship packages, ranging from $75,000 to $200,000, offering businesses the chance to feature their logos on event materials, distribute branded souvenirs, and even attend an exclusive brunch hosted by First Lady Melania Trump.

This unprecedented commercial approach to the event has raised ethical and legal concerns, with critics arguing it runs counter to established regulations barring the use of public office for private gain.

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Why this change breaks from longstanding tradition

The White House Easter Egg Roll has been an annual event since 1878. Over the years, the event has grown into a large-scale affair, featuring live entertainment, games, storytime and the iconic egg roll on the South Lawn.

Historically, the event has been privately funded, primarily by the American Egg Board, which provides thousands of eggs. Other organisations such as Nasa, the LEGO Foundation and Disney have partnered with the event in the past, but branding opportunities were previously restricted.

Former officials recall strict White House Counsel’s Office regulations, even blocking companies like Coca-Cola from using branded coolers for donated beverages.

The money raised through the new sponsorship initiative will be directed to the White House Historical Association, a nonprofit organisation.

However, the level of branding and corporate involvement allowed this year is significantly higher than before, prompting concerns that the White House is being used as a promotional tool for private companies.

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What ethical concerns are being raised

Legal and ethics experts have criticised the move, citing potential violations of federal regulations. Richard Painter, former White House chief ethics lawyer under US President George W Bush , argued that such sponsorship opportunities would not have been allowed in previous administrations.

“That would have been vetoed in about 30 seconds in my day,” Painter told CNN. “We’re not running this like a football stadium where you get all logos all over the place for kicking in money.”

Donald Sherman, the chief counsel and executive director of Citizens for Responsibility and Ethics in Washington (CREW), echoed these concerns, stating, “I understand that there are corporate sponsors for the Easter Egg Roll. What I have not seen before is the outright solicitation and the use of the imprimatur of the White House to give corporate sponsorship.”

The White House, Harbinger, and the National Park Service have not commented on whether the White House Counsel’s Office approved the sponsorship plan.

Questions also remain about whether mentions in “official event communications and social media posts” will come from White House accounts or independent promotional channels.

Private companies and White House events

This is not the first time Trump’s White House has invited scrutiny over the intersection of official duties and private interests. Earlier this month, the president hosted an event featuring Tesla vehicles on the South Lawn , with CEO Elon Musk in attendance.

In 2020, the Republican National Convention was partially held on White House grounds, another move that drew criticism for politicising the presidency.

Additionally, Trump has personally endorsed private ventures, including launching his own cryptocurrency shortly before taking office. Melania Trump has also announced a memecoin , further fuelling concerns over how private business interests are conflicting with presidential affairs.

A storied history behind the White House Easter Egg Roll

The origins of the White House Easter Egg Roll stem from a time when children in Washington, DC, would gather on Capitol Hill to roll eggs down the slopes on Easter Monday.

However, as the crowds grew larger and the grounds suffered damage, Congress passed a law in 1876 prohibiting the use of the Capitol grounds for egg rolling.

Two years later, US President Rutherford B Hayes stepped in to continue the tradition by opening the White House South Lawn to children and their families.

Since then, the annual event has evolved into a large-scale celebration featuring games, live entertainment, storytelling sessions and the signature egg roll race, where children use wooden spoons to push eggs across the grass.

Throughout its history, the Easter Egg Roll has witnessed notable moments that reflect the changing times in the US. In 1885, children boldly walked into the East Room of the White House in hopes of meeting President Grover Cleveland , who was charmed by their enthusiasm and made presidential greetings a customary part of the event.

In 1889, President Benjamin Harrison introduced music to the celebration by having the United States Marine Band perform on the South Lawn.

The event was cancelled during times of war and national crises, including World War I, World War II and the food conservation efforts of the 1940s.

In 1969, First Lady Pat Nixon introduced the tradition of an official White House Easter Bunny, a costumed staff member who interacts with guests.

President Ronald Reagan and First Lady Nancy Reagan introduced the now-famous wooden eggs signed by celebrities and public figures in 1981, which have since become cherished keepsakes.

Over time, technological advancements transformed the event, with live radio broadcasts in 1929, internet streaming in 1998 and online ticket distribution in 2009.

While the Easter Egg Roll has occasionally been cancelled due to inclement weather or public health concerns — such as during the COVID-19 pandemic in 2020 and 2021 — it is seen as a beloved American tradition aimed at bringing joy to families and children from across the US.

When is the 2025 White House Easter Egg Roll

Despite the controversy, planning for the Easter Egg Roll, scheduled for April 21, 2025, continues.

Sources familiar with the event’s organisation state that funds raised through sponsorships could also be used for other White House events such as Halloween celebrations and Fourth of July festivities.

So far, one major sponsor has been secured, with discussions ongoing with additional corporate partners. The National Park Service, which oversees the White House grounds, will reportedly be responsible for vetting prospective donors, reported CNN.

The White House Easter Egg Roll has historically been a nonpartisan celebration for children and families.

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With inputs from agencies