Kirk Herbstreit’s “Peter Fan Club” Pop-Up Shop Draws Fan Backlash

Kirk Herbstreit, the ESPN college-football analyst, recently opened a “Peter Fan Club” pop-up shop in Baton Rouge, Louisiana. The store, highlighted in a Front Office Sports video, offers a range of Peter-themed merchandise, including light-blue shirts printed with “Where’s Peter,” hats, coasters and soft-beverage holders. Most items feature light-blue and white colors with the golden retriever’s likeness.

Newsweek

Herbstreit’s earlier service dog, Ben, became a familiar figure on social-media and at college-football events until his death in November 2024 after a battle with cancer. Following Ben’s passing, Herbstreit began traveling with Peter, another golden retriever, who now fronts an official fan club with its own Instagram page and website.

Newsweek

The pop-up’s debut sparked a wave of criticism from college-football fans. Commenters on Front Office Sports’ X post labeled the venture “delusional narcissism” and suggested the merchandise was “unnatural, forced, and beyond weird.” Other users questioned the market demand, asking who would purchase the items. A minority of commenters expressed neutral or supportive sentiments, noting that they did not mind the dog but found the promotion “over the top,” while some simply congratulated Herbstreit on owning a pet.

Newsweek

The shop’s inventory centers on light-blue apparel and accessories bearing Peter’s image. The fan club’s Instagram account and website provide additional avenues for fans to purchase merchandise and follow Peter’s activities on college-football trips. While the pop-up aims to capitalize on the analyst’s personal brand, the mixed fan response highlights a divide between enthusiasm for the canine mascot and concerns over commercializing a personal pet.

Newsweek