When Kirk Herbstreit started taking his golden retriever, Ben, with him everywhere he went, it was a charming story about a man and his dog.
In fact, the dog often became the star of whatever show Herbstreit was on, be it College GameDay, ABC’s Saturday night college football broadcast, or Prime Video’s Thursday Night Football.
After Ben passed, the world was introduced to many of Herbstreit’s other golden retrievers, with Peter taking the mantle as the one who would accompany the ESPN college football analyst everywhere, and we do mean everywhere.
And it would be fair to say that some people started to sour on the whole endeavor, something Kirk doesn’t have a lot of time and energy for.
All of which is to say that, depending on how you feel about Herbstreit’s ever-present dogs, you’re going to have a certain reaction to the Peter Fan Club store that’s open in Baton Rouge, Louisiana, this weekend.
Kirk Herbstreit’s ‘Peter Fan Club’ store has officially opened.
• Peter-themed apparel
• Located in Baton Rouge
• Raising Cane’s helped launch pic.twitter.com/g7luohMR4j— Front Office Sports (@FOS) September 5, 2026
The store, which is more of a pop-up, will follow Herbstreit (and Peter) across the country wherever GameDay goes, is full of Peter-themed apparel. It’s part of a larger promotion for the Peter Fan Club, an online merchandise site that sells, you guessed it, clothing and apparel featuring Peter’s face. In the store or on the website, you can find shirts, stickers, bandanas, and hats to showcase your appreciation for Peter Herbstreit.
Kirk Herbstreit’s Peter’s Fan Club pop-up stand in Baton Rouge, minutes away from Tiger Stadium. pic.twitter.com/h6JjKl6LM3
— DJ Siddiqi (@DJSiddiqi) September 3, 2026
According to the website, “A percentage of every Peter Fan Club sale will support local veterinary schools and/or dog-focused organizations in the communities Peter and Kirk visit throughout the season. Through our partnership with the Community Foundation of Middle Tennessee, we’ll identify nonprofits and causes that align with our mission in each state and help support their work through Ben & Peter’s Paws For A Cause. ”
Feel however you need to feel about all this.
About Sean Keeley
Along with writing for Awful Announcing and The Comeback, Sean is the Managing Editor for Comeback Media. Previously, he created the Syracuse blog Troy Nunes Is An Absolute Magician and wrote 'How To Grow An Orange: The Right Way to Brainwash Your Child Into Rooting for Syracuse.' He has also written non-Syracuse-related things for SB Nation, Curbed, and other outlets. He currently lives in Seattle where he is complaining about bagels. Send tips/comments/complaints to sean@thecomeback.com.