The Dallas Cowboys receive a lot of hatred for a variety of reasons, but America’s Team got some unnecessary flack for a business partnership they announced on Tuesday.
The Cowboys partnered with Black Rifle Coffee, a beverage company that is owned by former military veterans who are unapologetically pro-American. Furthermore, with every purchase made, Black Rifle finds a way to donate back to law enforcement officers or military veterans.
Dallas announced the partnership on social media on Tuesday.
🔊#CowboysNation, please welcome America’s Coffee to America’s Team.
— Dallas Cowboys (@dallascowboys) July 5, 2022
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
Sounds like a solid business venture that should be supported by anyone with a half a shred of patriotism, right?
Unfortunately, plenty of Twitter users don’t have any sense of patriotism and instead tried to frame this decision as something insensitive.
Multiple people criticized the move because of the company’s gun themed-name, since guns are not especially popular in light of the Highland Park, Il. shooting on the Fourth of July. Several coffee drink names from this company also have firearm puns in the titles, such as, “AK-47 Espresso Blend,” “Silencer Smooth Roast,” and “Murdered Out Extra Dark Roast.”
None of these are offensive or ill-intended, it was simply to go along with the military theme and values of the people who started the company. But thanks to the general lack of emotional - or overall - intelligence in the Twitterverse, lots of people fired shots at the Cowboys.
It’s amazing to me that anyone in the Cowboys PR, marketing or leadership departments thought this was a good idea. Shameful. Do better.
— wordiness 🇺🇦 (@wordiness) July 6, 2022
I do reputational reviews of potential sponsors at my company.
— PMCinTX (@PMCinTN) July 6, 2022
Any company with products named "AK-47 Espresso," "Silencer Smooth" and "Murdered Out” = failing grade.
Coming just days after Uvalde = worse than failing grade.
There are veteran owned coffee companies that don’t glorify guns that would be much better partners for ‘America’s Team.” Choose wisely @dallascowboys! ALL of your fans are watching, including children forced to practice active shooter drills.
— Plano Mama (@PlanoMama) July 6, 2022
A spokesperson for Black Rifle told the Associated Press that the move was planned to be announced on the fourth for a considerable amount of time, but it was delayed because of the shooting.
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“The long-planned announcement was timed to coincide with the Independence Day holiday — America’s Team. America’s Coffee. America’s Birthday,” the spokesperson said.
Seems like yet another overreaction from people who want any semblance of patriotism, military support, and firearms from our culture.
