The Dallas Cowboys faced backlash on social media for a recent gun-themed marketing deal with Black Rifle Coffee Co.
On Tuesday, the Dallas Cowboys announced the partnership with Black Rifle Coffee on Twitter just a day after a gunman shot and killed six people during a July 4 parade in Highland Park, Illinois.
“Please welcome America’s Coffee to Team USA,” the Cowboys said in a link to a contest sponsored by the coffee company.
🔊#CowboysNationplease welcome America’s Coffee to the US team.
We’re celebrating America’s birthday all week by giving away tickets ✌️ to one #DallasCowboys home game and a ☝️ year subscription to @blckriflecoffee! Click here https://t.co/hUQTRllFe0 to learn more.☕️🏈⭐️ pic.twitter.com/iFep5BKVZt
— Dallas Cowboys (@dallascowboys) July 5, 2022
US Army veteran Evan Hafer founded Black Rifle Coffee, and the company reaffirmed its continued support for veterans when announcing the partnership.
“The BRCC is proud to partner with the Dallas Cowboys, who are strongly committed to our mission of supporting veterans, first responders, and American men and women in uniform,” a Black Rifle spokesperson said. “The long-planned announcement was timed to coincide with the Independence Day holiday – America’s Team. America’s Coffee. America’s Birthday.
Although based in Utah, Black Rifle Coffee has strong ties to Texas and established its first physical store in San Antonio, where the company has its second headquarters.
Social media users, however, weren’t buying the Dallas Cowboys’ patriotic endorsement of Black Rifle Coffee in the wake of the Highland Park shooting.
café au fusil noir is the starbucks of white nationalists:
• Kyle Rittenhouse wore their clothes
• they endorsed Trump’s Muslim ban
• several j6 participants carried their belongings https://t.co/fi0sN7KrpS
— Mike Taddow (@MikeTaddow) July 5, 2022
Impeccable timing. Really.
Guys. That was literally 6 weeks ago IN YOUR STATE, and there was a mass shooting YESTERDAY.
“T&Ps in Uvalde. So sad. Also buy that black rifle cafe.”https://t.co/rLtFxRHbW8
— Jon Helmkamp (@JonHelmkamp) July 5, 2022
The Cowboys announce a day after several mass shootings that they are partnering with Pro-Gun & Anti-Kneeling Against Racial Injustice Company Black Rifle Coffee Home of the “AK-47 Expresso”, “Murdered Out Roast” and Preferred Coffee of Kyle Rittenhouse (Tweets) https://t.co/TMZ8YTUaqR pic.twitter.com/7t1YeR6Udz
—Robert Littal BSO (@BSO) July 5, 2022
Black Rifle Coffee also faced backlash from conservatives in 2020 and 2021 when it testified to having no relationship or partnership with Kyle Rittenhouse before he was acquitted of murder in self-defense. The public repudiation came after BlazeTV host Elijah Schaffer posted a photo of Rittenhouse wearing a Black Rifle Coffee shirt alongside the caption “Kyle Rittenhouse drinks the best coffee in America.”
Shaffer later deleted the post and the company’s CEO, Evan Hafer, said in a statement that the company ‘does not sponsor’ and does not have ‘a relationship with the 17-year-old facing charges in Kenosha. , WI”.