Cowboys Under Fire Over Deal with Gun-Themed Coffee Company

Updated On Jul 7, 2022 by Landon Wheeler

Dallas Cowboys announce deal with Black Rifle Coffee CompanySummary

  • The Cowboys are being criticized for partnering with a pro-gun brand
  • The deal was announced just a day after a deadly Fourth of July shooting incident in Chicago
  • The coffee brand is popular among pro-gun campaigners and conservatives

The Dallas Cowboys have been widely criticized for signing a sponsorship deal with a gun-themed coffee brand. The NFL team announced its partnership with the company just a day after a shooting incident at an Independence Day parade in Chicago that claimed seven lives and injured more than three dozen other people.

Black Rifle Coffee Co., based in Salt Lake City, Utah, was founded by Evan Hafer, a US Army veteran. The company has multiple branches across the country, including San Antonio, Texas where its second corporate office is also located. It sells blends such as “Murdered Out“, “AK-47 Espresso” and “Silencer Smooth“.

Poor Timing Draws Flak

With the recent spate of deadly shootings across the US, many people think the Cowboys announcing an agreement with a pro-gun company was just inappropriate and insensitive. The tweet, which also includes a link to a contest where fans can win a pair of tickets to a Cowboys home game, along with a one-year subscription to Black Rifle Coffee Co., has since garnered hundreds of comments, mostly from people who condemn gun violence.

One commenter accused the team of losing its integrity when it signed with a gun-themed company. Another labeled the Cowboys “tone-deaf“.

 

The team has not responded to the comments.

Last month, the Cowboys, in partnership with the NFL Foundation, donated $400,000 to the victims of the Uvalde school shooting. The massacre, which took place in May, killed 19 students and two teachers.

A spokesperson for Black Rifle said the timing of the announcement had long been planned to coincide with the Fourth of July holiday.
The move by the Cowboys to enter into a marketing agreement with a gun-themed brand that supports veterans, the first responders, and the men and women in uniform, comes as little surprise considering that the Dallas franchise owner Jerry Jones is also a staunch supporter of US soldiers.

Over the years, Black Rifle has gained a huge following among gun-rights activists and conservatives for its gun-centric products and offerings as well as the good causes it supports. Jones even recognized Black Rifle’s philanthropic work with members of the military when the sponsorship deal was announced.

Other Sponsors

Apart from the Black Rifle coffee brand, the NFL team also recently partnered with technology-enabled health services business Optum, cryptocurrency platform Blockchain.com, tax preparation service Liberty Tax Service, business network YTexas and construction/energy supplier Hilti North America.

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