Peak District’s rebrand deal brings in cash – but also criticism

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”.