Social media storm brews over Cowboys’ coffee sponsorship

Barry Werner
·2 min read

Timing is everything and this probably wasn’t the right time for the Dallas Cowboys to announce their sponsorship with a coffee brand whose name is polarizing.

America’s Team chose Thursday to reveal it had signed a deal with Black Rifle Coffee, calling it America’s Coffee.

This announcement comes in a week after a mass shooting in Highland Park, Il, saw seven people murdered and countless others wounded, and two months after 19 children and two teachers lost their lives in a school shooting in Uvalde, Tx.

The New York Times wrote Black Rifle is … the veteran-owned brand popular with conservatives and gun owners that sells roasts with names like “AK Espresso,” “Murdered Out” and “Silencer Smooth.”

A spokesperson for the company told the Associated Press: “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.”

Social media saw fans react on both sides:

  • As a life long fan, this is as fine deaf as it gets. Will not watch one game until they change this.

  • Great timing, the day after another #massshooting the #Cowboys select an official coffee company that glorifies #weaponsofwar

  • This gives me a reason not to take My nephews to a game this year. Thanks for helping me save money. Your timing is pretty bad.

  • The Dallas Cowboys just lost one of their biggest fans. Integrity matters.

And the other side:

  • Thanks for showing me this. Would love it

  • Congrats!! My favorite coffee + my favorite team.

What do you think of the timing and choice?