Craig Russell, who lived in Glen Street, Colne, was playing in goal for the Trawden Arms when he fell to the floor just minutes after laughing and joking with team-mates during half time of the Pendle Charity League game at Sough Park, Earby, at about 11-50 a.m. on Sunday.
Players, a specially-trained "first responder" and ambulance crews tried to revive him, but he died shortly after arriving at Burnley General Hospital.
Team-mates spoke of their shock and devastation to have lost a good friend in such tragic circumstances, and tributes have been left by fellow players and friends on the Pendle Charity League website. A minute's silence will be held before all league matches this weekend as a mark of respect.
Craig's mum, Mrs Carole Russell, said: "I got a phone call from one of Craig's friends saying he had collapsed. I knew it was serious when they said he wasn't breathing, but I didn't know if he had just been winded.
"We had no reason to think anything was wrong with him at all. He was a fit and healthy lad."
Mr Barry Russell, Craig's dad, said: "He was a was a well-known and popular face around Colne. I don't think there were many people he didn't know. We have had so many best wishes and cards from Craig's friends. Everyone is completely shocked by what has happened. None of it seems real to us at the moment."
Pendle Charity League chairman Mr Brian Eyres said: "On behalf of the league I would like to offer my sincere condolences to Craig's family. We know broken bones will happen in football, but this is so tragic and so unexpected. The league will be thinking of him. We considered postponing this weekend's matches, but as someone who got up on cold, wet Sunday mornings to do something he loved I'm sure Craig would have wanted us to play."
Team-mate Peter Hannah said: "All of us are absolutely devastated. Our team has been going for a long time, but as soon as Craig joined 18 months ago he became one of the lads. As well as being a football colleague, he was a cracking lad and a good friend, and we are all going to miss him. Our heartfelt thoughts go out to his family."
Craig's funeral service will take place at St John's Methodist Church, Colne, at 11-00 a.m. on Monday, followed by burial at Colne Cemetery at 11-45 a.m. A gathering for family and friends will be held afterwards at Colne Cricket Club.