The White House, in partnership with event production company Harbinger, is seeking corporate sponsors for this year’s Easter Egg Roll. This move has raised concerns among ethics experts and former White House officials from both political parties. Sponsorship opportunities range from $75,000 to $200,000, offering logo and branding exposure as detailed in a document obtained by CNN.
Traditionally, the Egg Roll has been privately funded without taxpayer money, primarily supported by the American Egg Board which also supplies eggs for the event. Funds raised through sponsorships will benefit the White House Historical Association. However, the solicitation for sponsorships introduces unprecedented corporate branding elements on White House grounds, defying long-standing regulations against using public office for private gain.
The sponsorship pitch includes promotional opportunities for sponsors such as logo placements, brand visibility, and mentions in event communications. In addition, sponsors can receive naming rights, custom-branded items, and exclusive access to White House events. This approach has been criticized by former officials for deviating from the traditional spirit of the Easter Egg Roll.
The involvement of Harbinger, a company previously associated with the event during the Trump administration, has further fueled concerns about the commercialization of a historic White House tradition. This move represents a departure from established norms and rules governing official activities on the White House grounds.
All funds raised by Harbinger’s efforts will be deposited into an account managed by the White House Historical Association, a non-profit organization. According to the association’s president, Stewart McLaurin, the White House Historical Association has a history of collaborating with White House staff to organize public events such as the annual White House Easter Egg Roll. Harbinger, a production company established by former Mitt Romney campaign staffers in 2013, has been involved in producing various large-scale corporate and government events, including Egg Rolls during Trump’s first term, March for Our Lives, media rooms at presidential debates, and Pope Francis’ 2015 visit to the US.
Private contributions will cover various expenses including activity booths, artists, music, vendors, staging, equipment, and decorations for the upcoming event. Any surplus funds raised will be allocated towards other White House events like Halloween festivities and the Fourth of July celebrations. The source familiar with the planning mentioned that one sponsor has been identified for the April 21 event, with ongoing discussions with other potential sponsors.
The National Park Service will be responsible for vetting prospective donors before their contributions are accepted, ensuring transparency and compliance. While past events have seen partnerships with organizations like NASA, the LEGO Foundation, and Disney, branding opportunities have been limited due to constraints from the White House counsel’s office.
The American Egg Board confirmed its participation in this year’s Egg Roll, with details of the partnership being finalized with the White House. The specifics of the collaboration will not be publicly disclosed. However, questions remain about the social media channels that will be utilized for event communications and whether the White House Counsel’s Office has approved the fundraising efforts.
Critics argue that the administration’s approach contradicts principles of free enterprise, suggesting that the emphasis on “America First” entails government favoritism in the private sector.
Donald Sherman, who serves as the chief counsel and executive director of Citizens for Responsibility and Ethics in Washington (CREW), expressed astonishment at the unprecedented events unfolding at the White House. “I have never seen anything like this before,” Sherman shared with CNN, referencing the involvement of corporate sponsors in the Easter Egg Roll. He noted that while corporate sponsorship for the event is not uncommon, the overt solicitation and the use of the White House’s authority for such purposes are new and concerning.
Historically, the Easter Egg Roll has been a point of contention between event organizers and the Counsel’s Office. Sherman mentioned a past instance where Coca-Cola donated thousands of Dasani water bottles for the event but were prohibited from being served in Coke-branded coolers due to branding restrictions imposed by White House lawyers.
Reflecting on past interactions with the Counsel’s Office, a former official involved in planning the event shared, “I’m getting agita thinking of the conversations I used to have… Sometimes it went too far – yeah – but their goal is to protect the president.”
