The Dallas Cowboys football team is facing backlash online after announcing a business partnership with Black Rifle Coffee Company (BRCC), which is owned by a military veteran.
Black Rifle Coffee Company was founded in 2014 by Evan Hafer, a former member of the U.S. Army Special Forces, also known as the Green Berets. Hafer has made support of veterans a major tenet at his company.
The company began trading publicly in February 2022. BRCC has been outspoken about its support for the military and police, posting images featuring people wearing camouflage and American flags on social media.
The company sells coffee roasts with names like “Silencer Smooth Roast,” “AK-47 Espresso Blend,” and “Murdered Out Coffee Roast.”
Critics of the partnership took offense to the fact that the announcement followed so closely behind the May 24 school shooting in Uvalde, Texas, where 19 students and two teachers were killed. The Dallas Cowboys donated money and pledged support for the community following the shooting.
Other Black Rifle Coffee Partnerships
“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 told The Associated Press. “The long-planned announcement was timed to coincide with the Independence Day holiday—America’s Team. America’s Coffee. America’s Birthday.”BRCC has partnered with the UFC and sponsors NASCAR driver Ty Dillon. The company also has a partnership with Amazon Prime Video to feature its products in “The Terminal List,” an Amazon original series about a member of the U.S. Navy SEALs.
“The business question is, ‘Have the Cowboys made a misstep in terms of their relationship with their more moderate fans?’” Cornwell said.
Jerry Jones, owner of the Cowboys, is known for supporting patriotic causes. He has spoken out against the practice of players kneeling during the national anthem to protest against alleged police brutality and racial injustice.
