// BBC UK NEWS — CRONACA
Peak District's rebrand deal brings in cash - but also criticism
The altered signs are promoting a new electric model
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?
Phil Mulligan said the partnership aligned with the park's values and brought in much needed funds
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.