The Dallas Cowboys are getting serious social media flack for announcing a collaboration with pro-gun coffee brand, Black Rifle Coffee.
“Great timing, the day after another mass shooting the #Cowboys select an official coffee company that glorifies weapons of war,” one Twitter user complained.
“As a lifelong fan, this is as tone deaf as it gets. Will not watch one game until they change this,” a Cowboys fan threatened in response.
The Texas NFL team tweeted that they were partnering with the brand on Tuesday, just a day after a shooter killed seven people in Highland Park, IL during the city’s annual Fourth of July parade, and in the wake of the shooting that took the lives of 19 children and two teachers at Texas’ own Uvalde elementary school.
“#CowboysNation, please welcome America’s Coffee to America’s Team,” the Tweet read. “We are celebrating America’s birthday all week long by giving away tickets to a #DallasCowboys home game & a year subscription to @blckriflecoffee!”
🔊#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
Twitter critics were quick to point out that announcing a joint venture with a gun-themed company that serves “Silencer Smooth Roast” and “AK-47 Espresso Blend” was a “tone-deaf” play.
“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,” a Black Rifle spokesman said in a statement. “The long-planned announcement was timed to coincide with the Independence Day holiday — America’s Team. America’s Coffee. America’s Birthday.”