The Peak District National Park is facing significant criticism from visitors and environmental advocates following a paid partnership with car manufacturer Skoda. The collaboration involves a temporary rebranding of the park as 'the Peaq District' to coincide with the launch of Skoda's new electric SUV.
Critics argue that such commercial ventures raise concerns about authorities seeking partnerships that may conflict with their environmental missions, especially as national parks grapple with reduced government funding. Funding for UK national parks was cut by nine percent in the 2026 financial year, contributing to an estimated 40 percent real-terms reduction since 2010.
Protesters gathered at Surprise View near Hathersage in Derbyshire, displaying posters that read 'National park for sale' and 'Cash needed' on rebranded signs. Many park visitors expressed dismay and a lack of awareness regarding the partnership.
National parks campaigner Tom Laws stated that allowing parks to 'sell their very name to the highest bidder' could lead to the 'industrial extraction of the most protected landscapes.' Local resident and climate activist Harry Brook questioned the decision to partner with a company reliant on fossil fuel transport, particularly as the park's peatlands have been experiencing fires that release stored carbon.
Phil Mulligan, Chief Executive of the Peak District National Park, explained that government funding cuts necessitate seeking income from 'a range of sources' to maintain critical services. He described the rebranding as a one-week digital initiative involving the temporary installation of six signs, intended to spark conversation about the park's value and engage new audiences with nature. Skoda UK stated the partnership is a temporary celebration of the park and aims to encourage responsible enjoyment, also noting that free cycle hire will be available to promote sustainable exploration.
The Peak District National Park authority has not disclosed the exact fee from the partnership but described it as a 'reasonable amount' that significantly aids in delivering essential work. Skoda UK emphasized that the collaboration is a temporary event and does not alter the official name of the Peak District.