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A deal between Peak District bosses and car firm Skoda to put up temporary signs welcoming tourists to "the Peaq District" in honour of the firm's new electric model has given the park authority's coffers a welcome boost.

However, it has also sparked protests from campaigners and residents unhappy about the commercial aspect of the arrangement.

One campaigner said: "If national parks are prepared to sell their very name to the highest bidder, then we're already on the path to industrial extraction of the most protected landscapes."

Park bosses have defended the "fantastic" deal and said the partnership brought in extra funds for conservation and heritage work.

With national parks continuing to grapple with funding pressures, could the partnership be a sign of things to come for the Peak District and beyond?

Announcing the link-up, Skoda UK said the partnership was meant to "spark positive conversations" and to "encourage more people to get out and enjoy the Peak District in a responsible way". But campaigners are not convinced.

They told the BBC the partnership had raised "broader questions" about how national parks were funded and whether "increasing financial pressures" were leading authorities to seek commercial partnerships that "conflict with their environmental purpose".

National parks are primarily funded through the Department for Environment Food and Rural Affairs (Defra), with the Peak District receiving £6m for 2025-26.

According to the Campaign for National Parks, external, government funding for National Park Authorities was reduced by 9% in that financial year, which it said had contributed to an estimated 40% real-terms reduction in funding since 2010 at a time when visitor numbers "continue to reach record levels".

The government says it is investing £37m in national parks over the next three years plus a further £30m for special habitats and species.

Phil Mulligan, chief executive of the Peak District National Park Authority, said the temporary rebranding was "exciting" and the money would help conservation, heritage and access works.

He declined to reveal the sum received but described it as a "reasonable amount".

Campaigner Harry Brook was part of a protest at one of the signs at Surprise View car park near Hathersage.

"I don't think what we have seen recently in the Peak District National Park is anyone's vision for the future of our national parks," he told the BBC.

"If you've had a sugar high, you're likely to go back again, aren't you?"

Brook added he "wholeheartedly sympathised" with Mulligan and said there was a lack of funding going into national parks.

However, he said: "It's silly we are at the point where we are having to resort to this type of funding to back national parks.

"Phil's said it himself, we're in a climate and biodiversity crisis, we know investing in our national parks is a strategic investment, so why are we having to resort to on the 75th anniversary of the park to selling the rights to the name?

"These landscapes are not there for commodification."

Asked whether he anticipated the negative response from some residents, Mulligan said he did because people were "passionate about the national park".

"The national park brings wonderful benefits to the nation and how it's here for everyone and how it's free for everyone," he said.

"But unfortunately, it's not free to deliver and with a declining government grant, we always seek to work in partnership with others.

"This Skoda promotion, I think, is fantastic... we're not actually changing the name of the national park, it's a one-week promotion.

"It allows us to receive a financial contribution that we can put to conservation, heritage, access works, so it's really positive.

"While I understand some people will have some concerns about it, it's quite standard really to have a very temporary digital takeover and I think it's for the enhancement and betterment of the national park and visitors."

Visitors approached by the BBC at Surprise View were both for and against the deal.

Dawn Fleetham disagreed with the rebranded sign.

"I don't think they should be doing that to the Peak District - somehow it just doesn't fit," she said.

A male visitor said: "I'm against some of the capitalist, advertisment stuff - it's like the same with football stadiums being named after brands. Having the traditional names is better in my opinion.

"I know they're giving [the park] money so it's good but it's a hard one."

Another visitor disagreed, sating: "It's just one sign... I think it's good advertising. It gets seen a lot."

But James Dawson said: "I thought it was a bit peculiar, the Peak isn't spelt that way, it's not spelt with a Q.

"I don't know what relevance Skodas have with the Peak District."

This is not the first time a corporate brand has partnered with a national park.

In the face of growing funding pressures, National Park Partnerships, external was established in 2016 specifically to create commercial relationships with places like the Peak District.

The partnerships fund conservation, visitor access, climate and community projects while allowing brands to associate themselves with protected landscapes.

One recent example is BMW UK, which formed a three-year "Recharge In Nature" partnership with national parks in 2022.

The aim was to to enhance the electric vehicle (EV) charging network across all 15 parks in the UK, while supporting a range of projects including nature restoration, biodiversity, regenerative tourism, and wellbeing initiatives.

Other brands involved with partnerships on conservation projects include high street bank Santander UK, mobile phone networks Vodafone and Three, and beauty giant Estée Lauder.

National Parks England executive director, Debbie Stockwell, said authorities needed to be "innovative" to raise money from a "range of sources".

"We welcomed the funding settlement from central government for 2026-2027, which enables national park authorities to deliver core services and projects," she said.

"However, over the last decade, the national park authorities that maintain these cherished places have faced the challenges of reduced central funding and rising costs.

"We are committed to diversifying our funding, and National Parks Partnership has been established to secure corporate and philanthropic giving.

"National Parks need to be innovative to raise income from a range of sources and were recently given increased powers by government in order to do this."

Additional reporting by Ian Skye and Rachel Royce

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