The Dallas Cowboys sparked criticism on social media Tuesday after announcing a marketing agreement with a gun-themed coffee company with blends that include “AK-47 Espresso,” “Silencer Smooth” and “Murdered Out.”
The partnership with the Black Rifle Coffee Co. was revealed on Twitter the day after seven people died in a shooting at a Fourth of July parade in suburban Chicago.
The tweet announcing the agreement between “America’s Team” and “America’s Coffee” drew about 200 comments in the first few hours, most of them critical and suggesting the timing of the announcement was poor.
One person posted, “Maybe read the room a bit, guys,” while another wrote, “The Dallas Cowboys just lost one of their biggest fans. Integrity matters.”
The Cowboys declined comment.
Black Rifle was founded by U.S. Army veteran Evan Hafer, who has made support of veterans one of the tenets of his company.
A Black Rifle spokesman said, “BRCC is proud to partner with the Dallas Cowboys, who are strongly committed to our mission of supporting veterans, first responders, and America’s men and women in uniform. The long-planned announcement was timed to coincide with the Independence Day holiday – America’s Team. America’s Coffee. America’s Birthday.”
