FRISCO, Texas — The Dallas Cowboys drew criticism on social media Tuesday after announcing a marketing agreement with a pistol-themed coffee company with blends including “AK-47 Espresso,” “Silencer Smooth” and “Murdered Out.”
Partnership with Black Rifle Coffee Co. has been revealed. on Twitter the day after six people died in a shooting at the Fourth of July parade in suburban Chicago.
It also comes just over a month after the Cowboys announced their turn to donate $400,000 to support victims and survivors of the Ovaldi, South Texas, school shooting, where 19 students and two teachers died.
The tweet announcing the agreement between “Team America” and “Coffee America” drew about 200 comments in the first few hours, most of them criticism and suggesting that the timing of the announcement was poor.
One person wrote, “Maybe you read The Room a bit, guys,” while another wrote, “The Dallas Cowboys lost one of their biggest fans. Integrity matters.”
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The Cowboys declined to comment.
The tweet relates to a contest offering two tickets to the Cowboys’ house game and a year’s subscription to the coffee company. Most of the company’s sales are direct to the consumer.
Black Rifle was founded by U.S. Army veteran Evan Haver, who made supporting veterans one of his company’s principles.
“BRCC is proud to partner with the team of Dallas Cowboys, who are deeply committed to our mission of supporting veterans, first responders, and the men and women of America in uniform,” a Black Rifle spokesperson said. The planned announcement was timed to coincide with the Independence Day holiday – Team America. America coffee. America’s birthday.
Jerry Jones’ steadfast support for the Army Cowboys’ owner is best illustrated when one of the NFL’s most vocal owners was against players kneeling during The Star-Spangled Banner before games to protest racial injustice and police brutality.
The Black Rifle brand is popular with conservatives and gun rights advocates, and the Salt Lake City-based company has ties to Texas. The first brick-and-mortar store opened in San Antonio, where the company has a second corporate office.