Dallas Cowboys dubbed “tone deaf” after announcing partnership with Black Rifle Coffee

The Cowboys were notably criticized Tuesday after announcing a business relationship with Black Rifle Coffee, a company whose gun-centric signage and product labels like “AK-47 Espresso Blend” and “Murdered Out Coffee Roast” have been criticized despite the veteran-run company were philanthropic work.

Dozens of people on Twitter called the Cowboys “tone deaf” after the partnership was announced. The team’s post included a 31-second video in which they called Black Rifle “America’s coffee.” A day earlier, several Fourth of July celebrations across the US ended with Americans fleeing gun violence, including in Highland Park, Illinois, where a rooftop gunman with an AR-15 rifle killed seven in a parade.

In May, 19 elementary school students and two teachers were killed in Uvalde, Texas. The Cowboys and NFL Foundation last month announced a joint donation of $400,000 to support the community.

The Cowboys plan to sell Black Rifle products at AT&T Stadium this season, owner Jerry Jones said in a statement distributed by the team Tuesday That Dallas morning news. He emphasized the Utah-based company’s work in the community.

“Every cup of coffee in the stadium, every bag of Cowboys coffee sold, represents a step towards fulfilling the Black Rifle mission – another veteran hired, another first responder received support, or another community event to help adapt.” Helping military athletes succeed in the civilian world,” Jones said. “We support military members and first responders year-round.

“Each season, we join the NFL in honor of the Salute to Service campaign, where we dedicate a home game to honor National Medal of Honor recipients and the more than 40 million men and women who have served and continue to serve our great nation .”

There are other coffee companies in the US that are owned by veterans

Black Rifle, which has multiple stores in North Texas, excels at gun culture marketing, whether it’s through products like “Silencer Smooth Roast” or gunfire videos. A short-barreled military service rifle, consistent with the organization’s military affiliations, is used prominently as the company’s logo.

On its official website, Black Rifle says it “serves coffee and culture to people who love America.” In fact, the brand is more than just coffee and is gaining traction in conservative political circles.

Owner Evan Hafer, a Green Beret veteran, partially described the business in a 2021 year New York Times Article as “cool, kinda irreverent, pro-Second Amendment, pro-America brand”. Last summer, he personally donated more than $20,000 to various conservative causes, including $10,000 to the Dan Crenshaw Victory Committee and $4,200 to America Reloaded PAC, according to a Federal Election Commission database.

But Black Rifle has also drawn its lines, publicly distancing itself from right-wing extremists who have been spotted in corporate attire, including acquitted Kenosha, Wisc., gunman Kyle Rittenhouse.

Though the Cowboys were widely criticized, they also received their fair share of praise for partnering with a veteran-owned and operated company. A spokesman on behalf of Black Rifle said the company donated more than $1.2 million in cash to charities and $3 million in “coffee and products to active military and first responder units” in 2021.

Recipients, he said, included the Gary Sinise Foundation, the Semper Fi Fund, the HunterSeven Foundation, the Global War on Terrorism Memorial Foundation, and the FDNY Foundation.

“It’s an incredible honor to bring America’s Team and America’s Coffee together at AT&T Stadium and throughout the Dallas Cowboys universe,” said Hafer The news in an opinion. “The Dallas Cowboys and Black Rifle Coffee share an unwavering commitment to supporting veterans and first responders, and we look forward to a successful partnership and a great season.”

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