White House Seeks Corporate Sponsors for Easter Egg Roll
The White House is offering corporate sponsorship opportunities for this year’s Easter Egg Roll through an outside production company called Harbinger—a move raising eyebrows among ethics experts and drawing criticism from former officials across political lines.
A nine-page pitch document obtained by CNN details sponsorship packages ranging from $75,000 to $200,000. In return, sponsors would receive brand exposure opportunities such as event signage, social media mentions, naming rights, and even an invite-only White House brunch hosted by the First Lady.
From Egg Rolling to Brand Rolling
The Easter Egg Roll has been around since 1878, first hosted under President Rutherford B. Hayes. While it’s traditionally funded privately—with the American Egg Board supplying tens of thousands of eggs—this year’s push for high-dollar sponsorships brings a new level of corporate branding to the South Lawn.
“This is not your grandmother’s Easter Egg Roll,” said a former official involved in planning past events. “This is an enterprise.” The official noted the event now costs hundreds of thousands of dollars to execute each year.
The sponsorship document, stamped with both White House and Harbinger logos, promises “financial support, activities, and giveaways to enhance the event while gaining valuable brand visibility and national recognition.”
What Sponsors Get in Return
According to the document, perks for sponsors include:
- Naming rights for key areas or elements
- Logos on event signage
- Custom-branded snacks, baskets, or souvenirs
- Mentions in official communications and social media
- Acknowledgment in event programs
- Inclusion in press releases and media interviews
- Event tickets and private White House tours
- Access to a First Lady-hosted brunch
Ethics Experts Call Foul
Richard Painter, former associate counsel under President George W. Bush, said the proposal wouldn’t have passed review during his tenure. “That would have been vetoed in about 30 seconds in my day,” he told CNN. “We’re not running this like a football stadium.”
Donald Sherman, executive director of Citizens for Responsibility and Ethics in Washington (CREW), echoed the concerns. “What I have not seen before is the outright solicitation and the use of the imprimatur of the White House to give corporate sponsorship.”
Branding on White House Grounds Raises Questions
Critics say the move could violate long-standing rules barring the use of public office for private gain. Previous White House Counsel’s Offices have been strict on limiting branding at public events—even denying Coca-Cola the use of its branded coolers at past Egg Rolls.
“I’m getting agita thinking of the conversations I used to have with the Counsel’s Office,” said one former official. “Sometimes it went too far—but their goal is to protect the president.”
Who’s Behind It and Where the Money Goes
Harbinger, founded by former Mitt Romney staffers in 2013, has produced major public events including the March for Our Lives rally and Pope Francis’ 2015 U.S. visit. The company also ran Egg Roll events during Trump’s first term.
All money raised will be funneled to the White House Historical Association, a nonprofit that supports public events and preservation efforts. The association’s president, Stewart McLaurin, confirmed their involvement and said funds could also go toward other events like Halloween and Fourth of July festivities.
According to a source familiar with the planning, any excess funds will be used for other White House celebrations. The National Park Service is expected to vet prospective donors before any sponsorships are finalized.
Past Collaborations Look Different
While the Egg Roll has seen past partnerships—like with NASA, the LEGO Foundation, and Disney—branding has historically been minimal due to tight restrictions enforced by legal counsel. This year’s solicitation appears to stretch those boundaries further than ever before.
The American Egg Board confirmed its continued participation, though details of their involvement are still being finalized.
What remains unclear is whether official White House social media channels will be used to promote sponsors and if the Counsel’s Office approved the sponsorship document at all.
Painter summed up the shift plainly: “We’re not supposed to use government property for private branding just because someone writes a check.”
