The Dallas Cowboys are in the news for something other than football.
The Cowboys revealed Tuesday morning a partnership with Salt Lake City-based Black Rifle Coffee, a US veteran-run coffee company that “serves coffee and culture for people who love America,” according to its mission statement page.
The timing of the announcement infuriated those who noticed it, after seven people were shot dead on the Fourth of July in Highland Park, Illinois.
The brand has names like “Silencer Smooth”, “Gunship Coffee Rounds”, “Murdered Out” and “AK-47 Espresso Roast”.
🔊# Cowboys NationPlease welcome America’s Coffee to Team America.
We’re celebrating America’s birthday all week by giving away ✌️ tickets to a party #cowboys in Dallas Home game and one year subscription to Tweet embed! Click here https://t.co/hUQTRllFe0 to find out more pic.twitter.com/iFep5BKVZt
– Dallas Cowboys (@dallascowboys) 5 July 2022
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Reactions were, as always, divided. But those who spoke out against the partnership had strong words.
I was thirsty @Dallas Cowboys Practically fan all my life. I’m old enough to remember the Ice Bowl.
Through the good and bad years and more than a fair share of disappointment, nothing has bothered me and made me want to reconsider more than this: https://t.co/e3R85jfIa3
– Matt angle (LSPmatt) 6 July 2022
Cowboys are deaf with this marketing deal https://t.co/6DRNrRBQfq
– Clarence Hill Jr. (@clarencehilljr) 5 July 2022
After the Ovaldi tragedy, in which 21 people were killed, the Cowboys donated $400,000 to support victims and survivors.
The Cowboys declined to comment on the Associated Press, but a Black Rifle spokesperson told the AP: “BRCC is proud to partner with the Dallas Cowboys, who are deeply committed to our mission of supporting veterans, first responders, and the men and women of America in uniform. The planned announcement has been timed. To coincide with the Independence Day holiday – Team America. America’s Coffee. America’s Birthday.”
The Cowboys is also hosting a contest to get Cowboys game tickets for Black Rifle Coffee.