Cowboys Announce Partnership With Gun-Themed Utah Coffee Company

Jul 7, 2022, 10:31 AM
Members of the End Zone Militia fire guns during the second quarter of a game between the New England Patriots and the Dallas Cowboys at Gillette Stadium on November 24, 2019 in Foxborough, Massachusetts. (Photo by Billie Weiss/Getty Images)
(Photo by Billie Weiss/Getty Images)

SALT LAKE CITY – The Dallas Cowboys announced a partnership with Black Rifle Coffee, a gun-themed coffee company from the Beehive State.

Part of the Cowboys’ partnership announcement was a giveaway of tickets to a game at AT&T Stadium and a one-year subscription to Black Rifle Coffee.

“#CowboysNation, please welcome America’s Coffee to America’s Team,” Dallas’ NFL team tweeted announcing the sponsorship deal with the Utah-based company.

“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.”

The partnership was announced less than two months after 21 people died in a school shooting in Uvalde, Texas, and one day after at least six people died in an Independence Day shooting in Chicago.

“Our hearts are broken for the families affected by the senseless tragedy that occurred in Uvalde, Texas on May 24th, 2022,” Dallas Cowboys executive vice president Charlotte Jones said in a statement after the Uvalde shooting. “There are simply no words to describe the pain and sorrow that we feel for the Uvalde community. We hold them tight in our thoughts and continued prayers.”

Following the Uvalde mass shooting, the Cowboys teamed up with the NFL Foundation to donate $400,000 to “directly support the families of the victims, survivors and the Uvalde community as they seek to recover from this senseless tragedy.”

Former United State Army Green Beret Evan Hafer founded Black Rifle Coffee Company in 2014 with a mission “to serve coffee and culture to people who love America.”

The company’s mission statement includes the following:

“We develop our explosive roast profiles with the same mission focus we learned as military members serving this great country and are committed to supporting veterans, law enforcement, and first responders. With every purchase you make, we give back.”

The company also states that they “stand for more than high-quality coffee” and are a “Veteran-founded business operated by principled men and women who honor those who protect, defend, and support our country.”

Black Rifle has products named AK-47 Espresso Blend, Murdered Out Coffee Roast, Silencer Smooth Coffee Rounds, and other gun-related names.

Following the partnership announcement, the Cowboys received criticism for their deal with Black Rifle Coffee Company.

Black Rifle Coffee Company’s headquarters are in Salt Lake City, Utah.

Kyle Ireland is a Locals in the NFL Insider for and host of the Yards After College Podcast. Follow him on Twitter (@kyleireland) and Instagram (@kyleirelandksl).


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