The White House’s annual Easter Egg Roll, a tradition dating back to 1878, may be getting a modern update—and not everyone is hopping with excitement. For the first time in recent memory, the Trump administration seeks corporate sponsors to help fund the beloved South Lawn event, which draws thousands of children and families each spring.

Citing budget constraints and rising event costs, officials say partnering with private companies will help preserve the historic celebration. But the move has sparked debate, with some critics concerned about the commercialization of a cherished White House tradition. Others argue it’s a practical solution to ensure the event, which includes games, storytelling, and the famous egg roll, continues without significant cutbacks. 

The decision reflects a growing trend of public institutions turning to corporate partnerships to offset expenses, especially for large-scale events with historical and cultural significance. While the Easter Egg Roll has seen occasional collaborations—think branded giveaways or activity stations—this year’s formal push for sponsorship marks a more direct approach to securing private dollars. As planning for the April event ramps up, the White House is walking a careful line: maintaining the event’s family-friendly charm while balancing the optics of inviting big business into one of the country’s most iconic holiday celebrations.

CNN reports that the sponsorship offers range from $75,000 to $200,000, with the promise of logo and branding opportunities. 

Since it's advent in 1878, the Egg Roll has been privately funded and activated without taxpayer dollars, mainly through the American Egg Board. 

The proposed shift to a sponsorship model is supported by the Trump administration. Proponents point out that it will no longer lean on long-held traditions. 

“This is an enterprise. This is not your grandmother’s Easter Egg Roll where people lined up outside the gate and go and roll an egg and get a little gift bag and walk out,” said a former official involved in planning the event, per CNN. 

According to documents obtained by the outlet, potential sponsors will receive brand promotional opportunities on the White House Lawn in exchange for dollars. 

Per CNN, the documents states, “Sponsors of WHEER [White House Easter Egg Roll] provide financial support, activities, and giveaways to enhance the event while gaining valuable brand visibility and national recognition.”