The Cowboys agree to partner with the Black Rifle Coffee Company, which has received mixed reviews

The Dallas Cowboys signed a partnership with Black Rifle Coffee Co on Tuesday, but the agreement with the military veteran-backed company came with some mixed reactions on social media.

The coffee company owns blends that include “AK-47 Espresso,” “Silencer Smooth,” and “Murdered Out.” Cowboy fans didn’t feel fit to announce the deal a day after the gunman killed several people at the Fourth of July parade in Highland Park, Illinois.

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Dallas Cowboys owner Jerry Jones is seen on the field before a game between the San Francisco 49ers and the Dallas Cowboys at the NFC Wild Card Playoff game at AT & Stadium on Jan. 16, 2022 in Arlington, Texas. (Richard Rodriguez/Getty Images/Getty Images)

“#CowboysNation, please welcome America’s coffee to Team America,” the Cowboys tweet read.

Cowboys have been criticized As the ‘tone deaf’ to The deal and its timing.

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some other cheered fans on the partnership.

The organization did not comment on the criticism.

Dallas Cowboys helmets in December 2020

The Dallas Cowboys helmet during the game against the Dallas Cowboys and the Cincinnati Bengals on December 13, 2020, at Paul Brown Stadium in Cincinnati, Ohio. (Ian Johnson/Icon Sportswire via Getty Images/Getty Images)

The team played a role in a $400,000 donation to victims and survivors of the Ovaldi, Texas school shooting, in which 19 students and two teachers were killed.

Black Rifle was founded by U.S. Army veteran Evan Haver, who made supporting veterans one of the company’s principles.

“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,” a Black Rifle spokesperson said. “The planned announcement was timed to coincide with the Independence Day holiday – Team America. America’s Coffee. America’s Birthday.”

T Bettina Cornwell, academic director of the Warsaw Center for Sports Marketing at the University of Oregon, told the AP that the reaction to the deal indicated a “dividing of identity among fans.”

Dallas Cowboys Helmets Jan 2022

A detail view of a Dallas Cowboys helmet is seen during the NFC Wild Card game between the San Francisco 49ers and the Dallas Cowboys on January 16, 2022 at AT&T Stadium in Arlington, Texas. (Robin Alam/Icon Sportswire via Getty Images/Getty Images)

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“For those who oppose gun violence, there is no good timing,” Cornwell added. “The commercial question is, did the Cowboys get it wrong about their relationship with their more moderate fans?”

The Associated Press contributed to this report.

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