Peak District is accused of 'selling out' by furious visitors over paid partnership with car firm

Published: 12:07, 30 July 2026 | Updated: 12:13, 30 July 2026 Furious visitors have accused the Peak District of 'selling out' following the national park's paid partnership with a car firm. Under a brand deal with Skoda, the Peak District has been temporarily renamed 'the Peaq District' after the Czech car manufacturer's new electric SUV. However, the collaboration sparked a backlash from visitors who claimed the deal raised 'broader questions' about whether cash-strapped authorities are seeking commercial partnerships that 'conflict with their environmental purpose'. Although the number of visitors to national parks across the UK has reached record levels in recent years, according to Campaign for National Parks, government funding for the parks was reduced by nine per cent in the 2026 financial year. This has contributed to an estimated 40 per cent real-terms reduction in funding since 2010.  To plug funding gaps, theparks  have needed to look for other forms of income.     Peak District National Park has not disclosed the partnership fee, but described it as 'a reasonable amount' which 'greatly helps the authority to deliver important work'.  Campaigners gathered at Surprise View, near Hathersage in Derbyshire, where they hung two posters onto one of the rebranded signs which read: 'National park for sale' and 'Cash needed'. Pictured: Protesters campaigning against the Peak District's collaboration with Skoda  Under a brand deal with Skoda, the Peak District has been temporarily renamed 'the Peaq District' after the Czech car manufacturer's new SUV Many visitors to the park, which straddles the stunning countryside along the southern tip of the Pennines, reportedly showed their support for the protests with many saying they were 'dismayed' and 'unaware of the partnership'. National parks campaigner Tom Laws told the BBC: '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.' Local resident and climate activist Harry Brook said it was 'difficult to understand' why the park had collaborated with Skoda. He continued: 'The Dark Peak's internationally important peatlands have been burning for weeks, releasing stored carbon into the atmosphere. 'As these landscapes continue to smoulder, it is difficult to understand why the national park authority has chosen to partner with a company whose core business relies on fossil fuel transport.' Phil Mulligan, the chief executive of the Peak District National Park, told the Daily Mail that government cuts mean the park needs 'income from a range of sources to continue to be able to deliver critical services'. He said: 'There is a digital rebranding of the national park for one week only, and as part of this six signs have been temporarily installed for a few days. 'These will be removed next week. The 'renaming' of the national park is designed to spark interest and conversation about what value the national park offers and to engage new audiences to help them discover the benefits of spending time in nature and being more active.' A spokesperson for Skoda UK said: 'To celebrate the Peak District National Park's 75th anniversary and the launch of our new all-electric Škoda Peaq, we've teamed up with the Peak District National Park authority to help shine a light on the UK's very first national park. 'This partnership is focused on sparking positive conversations and encouraging more people to get out and enjoy the Peak District in a responsible way. Free cycle hire will also make it easier for visitors to explore the park more sustainably. 'It's a temporary celebration of a truly special place, and it doesn't change the name of the Peak District.'