Sponsors who have received the pitch deck have been promised “valuable brand visibility and national recognition” for supporting the event. The businesses would also be responsible for providing activities and giveaways, according to CNN.

Sponsors would also get access to an “invite-only brunch hosted inside the White House” by First Lady Melania Trump and a private White House tour. It was unclear whether the American Egg Board, which has sponsored the egg roll in the past, would remain part of the event.

The money raised through the sponsorships will go to the White House Historical Association, a private nonprofit organization, the administration told CNN.

The White House and the American Egg Board, respectively, did not respond to immediate requests for comment.

The Easter Egg Roll dates back to 1878 during the Rutherford B. Hayes administration and has become a time-honored tradition across partisan lines. The event, which costs hundreds of thousands of dollars to produce, has been produced by Egg Board since 1977. It expanded its support for the event in 2016.