Cowboys criticised over deal with gun-themed coffee company

Today, the Dallas Cowboys drew criticism on social media after announcing a marketing partnership with a coffee company whose blends include “AK-47 Espresso,” “Silencer Smooth,” and “Murdered Out.”

The partnership with the Black Rifle Coffee Co. was announced on Twitter the day after more than six people were killed in a shooting at a suburban Chicago Fourth of July parade.

A little more than a month ago, the Cowboys announced their participation in a $400,000 donation to aid victims and survivors of the school shooting in Uvalde, South Texas, in which 19 students and two teachers were killed.

The tweet announcing the partnership between “America’s Team” and “America’s Coffee” garnered approximately 200 comments within the first few hours, the majority of which were critical and suggested the announcement was poorly timed.

“Perhaps read the room a little bit, fellas,” one user posted, while another wrote, “The Dallas Cowboys have just lost one of their biggest fans. Integrity is crucial.”

Cowboys refused to comment.

The tweet contains a link to a contest offering two Cowboys home game tickets and a one-year coffee subscription. The majority of the company’s sales are to consumers directly.

Black Rifle was founded by U.S. Army veteran Evan Hafer, who has made veteran support one of his company’s core values.

A Black Rifle spokesman stated, “BRCC is proud to partner with the Dallas Cowboys, who are strongly committed to our mission of supporting veterans, first responders, and America’s men and women in uniform.”

“The announcement was carefully timed to coincide with Independence Day — America’s Team. Coffee in America The nation’s birthday.”

Jerry Jones’ unwavering support for the military was most evident when he was one of the most vocal NFL owners against players kneeling during the national anthem to protest racial injustice and police brutality.

The Salt Lake City-based company has ties to Texas, and the Black Rifle brand is popular among conservatives and gun-rights advocates. The first physical store opened in San Antonio, where the company’s second corporate office is located.

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