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Dallas Cowboys face backlash over Black Rifle coffee deal

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.

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.

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”.

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