I was getting myself all worked up over the thought of Parks renaming trails to be "Coors Light Trail" or "Marlboro Filter Trail", but then I read the documents linked to this post. Here's what I found:
"When in-park displays are deemed appropriate, tasteful and unobtrusive signs, plaques or other treatments may be used. The duration of this form of recognition may vary depending on the project, donation and location.
Donor recognition through benches, bricks or paving materials, plaques or other features may be allowed as part of a Donor Recognition Plan. Their use must be consistent with a park’s cultural and natural resource management plan. To the extent the use of such elements falls within the scope of 36 CFR 2.62 referring to memorial tablet or other commemorative installation, this Order constitutes approval for such use.
Donor recognition memorials, tablets, plaques, or other commemorative installations should not be proposed in park areas if they would compete for attention with, or attract attention away from, the purpose for which the park was created to commemorate.
Temporary plaques are not to be affixed to the “historic fabric” of structures nor should they, or any other donor recognition treatment, be placed in natural zones or cultural zones where they would intrude on the character of the area.
The naming of features or park facilities will not be used to recognize monetary contributions or other donations to a park or the NPS. The naming of rooms in a park facility is allowed as part of an approved Donor Recognition Plan. Specific policies and regulations pertaining to commemorative naming and memorialization in parks are also set forth at 36 CFR §2.62 (Memorialization) and NPS Management Policies 9.6."
As far as I can tell, this does NOT change how features of a park can be named. I really don't care if some room inside a visitor center gets named for a corporate sponsor.