I dont feel sponsorship in a theme park is a bad thing, well not at Alton Towers anyway. It doesnt affect any of the rides, and none of the sponsored rides have adverse themes, with the exception of the flume. But even still, you have to agree the Bathtubs, music and general theme is alot better than it was before, and even when that sponsorship deal ends, the ride will still be great as the Cusson's Imperial Leather name is very minimalist across the ride.
Air is another great example, the only real obvious signs of sponsorship here is the tiny cadburys logo at the entrance and the stash of Cadburys chocolate in the shop, but then there is Cadburys chocolate all over the park retail outlets. If this is over the top, would you acuse Tesco for being over the top for having a major display of Heinz Bake Beans by the door?
Somethings you have to remember, Alton are getting alot out of this and in turn so are we. Rides cost a hell of alot these days, and many parks can't afford to keep up. Do you think Disney would spend £100million on a ride without the aid of Sponsorship, or that Alton Towers could have developed at the rate it as in the fast 5 years without sponsorship?
Alton is associated with some of the biggest and best brands in the UK. Cussons, Cadburys, Silent Night, Coco Cola etc and in turn we get given the best products in the best park. It's first rule of marketing, right product, right place, right price. okay the last one they need to work on, but you get the jist. Sponsorship allows Alton to provide a better quality service, at a lower cost. Everyone is a winner.
Although, all this said. I can see where some people may be put off by sponsored rides. Thorpes Ribena Rapids is surely the worst in the UK.