Kirk Herbstreit is now holding the leash while Peter, his 2-year-old golden retriever, becomes the paid college football personality. Hertz has signed Peter to an endorsement deal that will put him in a weekly prediction feature beginning Sept. 1.
The company describes the agreement as college football’s first golden retriever name, image and likeness deal. Hertz chief marketing officer Brian Canning confirmed that Peter will be paid, though the financial terms were not disclosed.
Peter is joining the Hertz Gold Squad, a campaign that already includes 30 golden retrievers. The company uses the dogs in promotions intended to connect its brand with a faster and easier travel experience, according to the official Gold Squad page.
In “Peter’s Golden Picks,” Peter will select the winner of one prominent college football matchup each week using a different dog-friendly method. The first matchup is LSU versus Clemson, according to Hertz’s campaign page.
Some installments were prepared in advance, while others are expected to follow Peter on the road through the College Football Playoff. He also is scheduled to make a pick on ESPN’s “College GameDay,” where Kirk works as an analyst.
Why Hertz sees value in Peter
Hertz is treating Peter’s recognition as a commercial asset rather than relying only on the novelty of putting a dog in a football campaign. Canning said the existing Gold Squad produced double-digit gains in social engagement and performed better than the company’s traditional marketing at converting website visitors and enrolling loyalty members.
Those performance claims come from Hertz, and the company did not provide underlying measurements. Still, they explain why Peter’s established place around college football carries value for the brand: He arrives with an audience and a connection to travel before the paid agreement begins.
Peter’s public role developed after the death of Kirk’s golden retriever Ben in November 2024. Ben had become a familiar presence during Kirk’s football travel after pet-friendly hotels became easier to find following the COVID-19 period.
Three golden retrievers remained at Kirk’s home, and he began traveling with Peter, the youngest. Peter’s first significant road test came when he was barely 1 year old at the Alabama-LSU game in Tiger Stadium. Kirk said Peter appeared inquisitive rather than frightened by the lights, music and noise, leading to additional trips.
Recognition followed. Hotels have prepared personalized accommodations for Peter, while pilots, athletic directors, mascots and students have sought him out during his travels. ESPN sports and lifestyle content creator Katie Feeney has also featured him repeatedly and said his appeal gives younger audiences an accessible connection to college football.
What the NIL label does and does not mean
Peter’s agreement uses the language of college sports, but it is not a student-athlete transaction. Peter is not an NCAA athlete, and the College Sports Commission has no jurisdiction over him.
That distinction matters because the commission’s student-athlete NIL system requires third-party agreements worth at least $600 in total to be submitted for evaluation. Those reviews are tied to student-athlete compliance and eligibility, neither of which applies to Peter. In this case, NIL functions as campaign framing for a conventional paid endorsement.
Paid status also brings advertising responsibilities. Federal Trade Commission guidance says a financial relationship that consumers would not expect should be disclosed clearly and conspicuously when it could affect how they evaluate an endorsement. The principle applies across television and social platforms, although the appropriate disclosure depends on the context.
Comfort remains the limiting condition
A campaign involving regular travel, crowds and public appearances also depends on whether the individual dog remains comfortable. The American Veterinary Medical Association advises owners to consider a pet’s health, temperament and response to travel before bringing the animal along.
The AVMA recommends maintaining familiar routines and watching for changes in appetite, energy or behavior while away from home. Owners concerned about physical or behavioral changes should consult a veterinarian.
Kirk has placed a similar limit on Peter’s expanding role. This whole experience has to be his world. He has to be enjoying himself, he said.
That condition preserves the central tension in the deal: Peter’s appeal began as an authentic part of Kirk’s travel routine, but it now supports a national paid campaign. Hertz can measure the marketing response, while Kirk remains responsible for deciding whether each trip and appearance still works for the dog at the center of it.
What would you do if your dog were in this situation? Share your thoughts in the comments.
By Sarah Mitchell — 8 years as a local-news reporter covering animal welfare, shelters, neighborhood disputes, and public-safety pet stories.
