Backlash revives Dallas Cowboys deal with Black Rifle Coffee

A short promotional video was posted by the Dallas Cowboys on social media announcing that Black Rifle Coffee Company, a veteran-owned company, has partnered with the team.  Many fans on social media were upset by the timing of the announcement after another mass shooting that killed seven people in Illinois on Monday.

A short promotional video was posted by the Dallas Cowboys on social media announcing that Black Rifle Coffee Company, a veteran-owned company, has partnered with the team. Many fans on social media were upset by the timing of the announcement after another mass shooting that killed seven people in Illinois on Monday.

Nothing ever happened between Jerry Jones and the endorsement for the Dallas Cowboys.

Not even the threat of bad publicity a day after another mass shooting.

Jones’ soccer team has been robbed on social media after an endorsement deal with the Black Rifle Coffee Company was announced on the team’s social media accounts.

The military-owned company includes products with both gun and military themes, including the AK-47 Espresso Blend, Silencer Smooth Roast, Gunship Roast and Murdered Out.

The post was published at 10 a.m. on Tuesday.

Many fans immediately expressed their disappointment with the timing of the deal.

An Illinois man has been arrested and charged with seven counts of first-degree murder following the July 4 shooting in Highland Park, Illinois. On Saturday, an army veteran allegedly killed two residents of Haltom City and injured several police officers before committing suicide. And of course, on May 24, the shooting of an 18-year-old at Robb Elementary School in Ovaldi killed 19 students and two teachers.

“#CowboysNation, Please Welcome America’s Coffee to Team America,” the Cowboys post read along with a short video promoting Black Rifle Coffeee. We’re celebrating America’s birthday all week by giving away two tickets to the #DallasCowboys home game and a year’s subscription to @blckriflecoffee!

Most of the immediate reaction was negative from self-described Cowboys fans, including Jackie Barrientes, who says she is a fan of the third generation.

“I am the granddaughter and daughter of a Dallas Cowboys fan. This is the only team I have encouraged in my entire life, despite my decades-old frustrations,” the Barents replied on Twitter. “But that is the line in the sand. I can’t support this. If the Cowboys don’t cancel this, you’re done. “

The Cowboys declined comments and more than 12 hours later the post remained online.

The Black Rifle Company was founded by U.S. Army veteran Evan Haver, who says supporting veterans is one reason he started the company.

BRCC says on its website that it plans to reorganize as a “public benefit corporation, to advance and help advance its mission of serving veterans, active duty military, and first responders, with the majority of directors being veterans.”

Reflecting the alignment of their vision for the company, Black Rifle Coffee and SilverBox-Engaged (SBEA) will jointly donate 530,000 shares to the BRCC Fund to help advance the company’s mission.

According to its website, one of the ways the company hopes to help veterans is by hiring them to work for the company.

The timing of the message is what annoyed most of those who shared on social media.

In the end, however, plenty of others were referring to the company’s veteran side, cheering the collaboration between the Cowboys and Black Rifle Coffee.

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Stefan Stephenson has been covering sports for the Star-Telegram since 1997. He has spent five years covering TCU sports, which included two BCS powers, two trips to the World College Championship and a move to the Big 12. He has covered the Texas Rangers since 2014 and began reporting About the Dallas Cowboys in 2016.

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