Herdy becomes Carlisle United’s half-time ‘Play on the Pitch’ partner

Lake District character and lifestyle brand Herdy has signed up as Carlisle United's official half-time ‘Play on the Pitch’ partner for this season, 2026/27.

Under the deal, Herdy will support the club's half-time initiative, which lets local grassroots youth teams play on the Brunton Park pitch in front of the crowd.

Herdy will make an appearance at the ground this Saturday (14 November) for Carlisle United's home game against Boston United, which kicks off at 3pm. The club is currently eighth in the National League.

Giant Herdy cut-outs will be placed around the stadium to welcome fans, promote the new half-time role and give families a chance to take photos together.

‘Play on the Pitch’ gives local youth grassroots teams the chance to play a match on the Brunton Park surface during the interval, supported by coaches from Carlisle United Community Sports Trust.

The partnership brings together two Cumbrian brands that share a commitment to their local communities and want to inspire and support young people.

Diane and Spencer Hannah, the designers who created Herdy, said: “We’re absolutely delighted to be teaming up with Carlisle United for the 2026/27 season. It’s been fantastic to see some great matches already this season, and we’re looking forward to seeing that excitement continue with the game against Boston this Saturday.

“As a brand born in the Lake District, community has always been at the heart of Herdy, and we love the idea of helping young footballers create special memories on the pitch. Sport has such a wonderful way of bringing people together, and if we can add a few smiles along the way, even better!”

Herdy is based on the Herdwick sheep that roam the region's high fells. The lifestyle, gift and home brand was created by designers Spencer and Diane Hannah in 2007, and earlier this year the character gained his own book series.

The brand sells online, through its five Lake District shops, in Kendal, Ambleside, Bowness, Grasmere and Keswick, and through hundreds of other stockists in the UK, the United States, New Zealand and Japan.