Nothing has ever gotten between Jerry Jones and endorsements for the Dallas Cowboys.
Not even the risk of bad publicity one day after yet another mass shooting.
The Army veteran-owned company includes products with gun and military themes, including AK-47 Espresso Blend, Silencer Smooth Roast, Gunship Roast, and Murdered Out.
#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
The post was made at 10 a.m. Tuesday.
Many fans immediately expressed disappointment with the timing of the deal.
An Illinois man was arrested and charged with seven counts of first-degree murder after a shooting rampage on July 4 in Highland Park, Illinois. On Saturday, an Army veteran allegedly killed two Haltom City residents and wounded multiple police officers before committing suicide. And of course, on May 24, an 18-year-old’s shooting rampage at Robb Elementary in Uvalde left 19 school children and two teachers dead.
“#CowboysNation, please welcome America’s Coffee to America’s Team,” the Cowboys post read with a short video promoting Black Rifle Coffeee. “We are celebrating America’s birthday all week long by giving away two tickets to a #DallasCowboys home game & a 1-year subscription to @blckriflecoffee!”
Support another team then. I’m going to have a cup of Black Rifle Coffee and buy another jersey. Hopefully they make shirt with the Star and the BRCC logo.
— Gary Sill (@scrot1568) July 6, 2022
Maybe read the room a bit, guys.
— Kyle Schwerin (@KleShreen) July 5, 2022
Most of the immediate reaction was negative from self-described Cowboys fans, including Jackie Barrientes, who says she’s a third-generation fan.
“I’m the granddaughter and daughter of Dallas Cowboys fans. This is the only team I’ve ever cheered for my entire life, despite letting me down for decades,” Barrientes replied on Twitter. “But this is the line in the sand. I can’t support this. If the Cowboys don’t rescind this, I’m done.”
The Cowboys have declined comments and more than 12 hours later the post remained online.
Black Rifle was founded by U.S. Army veteran Evan Hafer, who says supporting veterans is one of the reasons for starting the company.
On its website, BRCC says it plans to reorganize as “a public benefit corporation, to reinforce and help drive its mission of serving Veterans, active-duty military, and first responders, with a majority of directors to be Veterans.”
Reflecting the alignment of their vision for the Company, Black Rifle Coffee and SilverBox-Engaged (SBEA) jointly will donate 530,000 shares to the BRCC Fund to help further the Company’s mission.
One of the ways the company hopes to help veterans is by hiring them to work at the company, according to its website.
The timing of the message is what annoyed most of those who chimed in on social media.
Eventually, however, plenty of others were pointing out the veteran aspect of the company, and cheering on the collaboration between the Cowboys and Black Rifle Coffee.
Or maybe they’re upset about them being closely associated with insurrectionists and Kyle Rittenhouse. You may agree or disagree with their politics but people are allowed to be upset that something they love has decided to associate themselves with something they hate pic.twitter.com/OQ2LSBEfLX
— bradley (@traitorbaby) July 6, 2022
I'm the granddaughter and daughter of Dallas Cowboys fans. This is the only team I've ever cheered for my entire life, despite letting me down for decades.
But this is the line in the sand. I can't support this. If the Cowboys don't rescind this, I'm done. pic.twitter.com/iGzps0tQ96
— Jackie Barrientes (@JBarrientes_DC) July 5, 2022
This is incredibly disappointing and causes me to stop and consider after 25+ years as a fan if I’m supporting the right team. Not sure I can keep giving the DC my money.
— Brennan C. Smith (@BrennanC_Smith) July 5, 2022
Honestly I think I might be done with this franchise..
— butter-side down (@givants) July 5, 2022