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The Dallas Cowboys signed a partnership with Black Rifle Coffee Co. on Tuesday, but the deal with the company backed by Army veterans had some contradictory reactions on social media.
The coffee company has blends that include “AK-47 Espresso,” “Smooth Silencer,” and “Murdered Out.” Cowboys fans did not think it appropriate to announce the deal a day after the gunman killed several people in a July Fourth 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 in the NFC Wild Card Playoff game at AT & Stadium on January 16, 2022 in Arlington, Texas. (Richard Rodriguez / Getty Images / Getty Images)
“#CowboysNation, please welcome America’s Coffee to the America team,” the Cowboys tweet read.
The Cowboys were considered “deaf” by the deal and the timing of it.
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Some other fans encouraged the collaboration.
The organization did not comment on the criticism.
A Dallas Cowboys helmet during the game against the Dallas Cowboys and Cincinnati Bengals on December 13, 2020 at Paul Brown Stadium in Cincinnati, OH. (Ian Johnson / Icon Sportswire via Getty Images / Getty Images)
The team participated in a $ 400,000 donation to the victims and survivors of the shooting at the school in Uvalde, Texas, where 19 students and two teachers died.
Black Rifle was founded by U.S. Army veteran Evan Hafer, who has made support for veterans one of the company’s principles.
“BRCC is proud to partner with the Dallas Cowboys, who are firmly committed to our mission to support U.S. veterans, senior officials, and men and women in uniform,” a spokesman for Black Rifle. “The long-planned announcement was scheduled to coincide with Independence Day holidays: the American team. The coffee of the United States. The anniversary of America.”
T. Bettina Cornwell, academic director of the Warsaw Sports Marketing Center at the University of Oregon, told the Associated Press that the reaction to the deal suggested a “divided identification among fans.”
A detailed 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, TX. (Robin Alam / Icon Sportswire via Getty Images / Getty Images)
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“For those who oppose armed violence, there is not a good time,” Cornwell added. “The business question is,‘ Have the Cowboys taken a wrong step in terms of their relationship with their more moderate fans? “
The Associated Press contributed to this report.