NewsUK NewsSkoda ASPeak District bosses said 'running a national park is not free' and insisted that money from the Skoda deal will help make up for funding lost after cuts to their budget15:21, 30 Jul 2026Furious locals have slammed Peak District bosses for 'selling out' after they agreed to change its name on road signs for a car advert.‌Drivers entering the national park will be greeted by signs reading 'welcome to the Peaq District' under the deal.‌It is hoped the week-long commercial tie-in to promote the electric Skoda Peaq will help meet a shortfall in funding after budget cuts - but residents and environmental groups are among those who have criticised the move. One local on social media described it as a "disgusting inversion of the values of the national parks", while another wrote: "No objection to the branding at the top or the idea of raising funds, but don't change the name."‌Another resident added: "This sell off for funding is like selling a kidney for a new car. If we sell it off these will slowly have influence over it and it will become like the other sports... pictures a football stadium with McDonald's all over it. Is this what we really want for our lovely countryside?"‌But others appeared unfazed by the publicity stunt, as one said: "If it doesn't obstruct the landscape and doesn't look out of place, let the ads generate extra money to keep it nice.Peak District CEO Phil Mulligan said: "On the value of the deal, it is a reasonable amount which greatly helps the [Peak District] Authority to deliver important work, particularly around promoting active travel and looking to make our trails accessible to more people, partly through contributing to enhanced access works and partly through Skoda supporting the delivery of free cycle hire for all at our Parsley Hay cycle centre this week."Many people feel very strongly about the national park and that it is here for the nation, free to enjoy. Unfortunately, it is not free to deliver such public goods, they have to be paid for.Article continues below"With our government grant continuing to be cut in real terms every year and only covering about a quarter of our operating costs, we need income from a range of sources to continue to be able to deliver critical services for the nation."He added that the Skoda deal promoting the electric model "is very much aligned to our values" around lower carbon car travel, and said: "As part of the deal with Skoda 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."Choose Daily Mirror as a 'Preferred Source' on Google News for quick access to the news you value.‌Skoda AS