Trouble Brewing: Dallas Cowboys Get Flack For Partnering With Pro-America Coffee Company

The Dallas Cowboys receive a lot of hatred for a variety of reasons, but America’s Team got some unnecessary flack for a business partnership they announced on Tuesday.

The Cowboys partnered with Black Rifle Coffee, a beverage company that is owned by former military veterans who are unapologetically pro-American. Black Rifle also donates a portion of every sale to military veterans and law enforcement officers.

On Tuesday, Dallas revealed the partnership via social media.

🔊#CowboysNation, please welcome America’s Coffee to America’s Team.

We are celebrating America’s birthday all week long by giving away ✌️ tickets to a #DallasCowboys home game & a ☝️-year subscription to @blckriflecoffee! Click here https://t.co/hUQTRllFe0 to learn more.☕️🏈⭐️ pic.twitter.com/iFep5BKVZt

— Dallas Cowboys (@dallascowboys) July 5, 2022

This sounds like an excellent business idea that anyone who has a semblance of patriotism should support. 

Unfortunately, plenty of Twitter users don’t have any sense of patriotism and instead tried to frame this decision as something insensitive.

Multiple people criticized the move because of the company’s gun themed-name, since guns are not especially popular in light of the Highland Park, Il. The Fourth of July was the day that shooting took place. Several coffee drink names from this company also have firearm puns in the titles, such as, “AK-47 Espresso Blend,” “Silencer Smooth Roast,” and “Murdered Out Extra Dark Roast.”

These are not offensive or malicious. They were simply meant to be in line with the values and military themes of those who founded the company. Many people took aim at the Cowboys because of the lack of intelligence and emotional (or overall) in Twitterverse.

It’s amazing to me that anyone in the Cowboys PR, marketing or leadership departments thought this was a good idea. Shameful. Do better.

— wordiness 🇺🇦 (@wordiness) July 6, 2022

Potential sponsors are subject to my reputational review.

Any company with products named “AK-47 Espresso,” “Silencer Smooth” and “Murdered Out” = failing grade.

Just days after Uvalde, it is worse than failing grade.

— PMCinTX (@PMCinTN) July 6, 2022

There are veteran owned coffee companies that don’t glorify guns that would be much better partners for ‘America’s Team.” Choose wisely @dallascowboys! All of your followers are there, even children who were forced to do active shooter drills.

— Plano Mama (@PlanoMama) July 6, 2022

Black Rifle spokesmen told the Associated Press the plan was to announce the change on April 4, but was delayed due to the shooting.

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“The long-planned announcement was timed to coincide with the Independence Day holiday — America’s Team. America’s Coffee. America’s Birthday,” the spokesperson said.

This seems to be yet another outlandish reaction by people who are seeking any sort of patriotism and military support.