Dallas Cowboys called ‘tone deaf’ after announcing partnership with Black Rifle Coffee

The Cowboys drew mostly criticism 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 attracted criticism despite the veteran-owned business’s philanthropic work.

Dozens of people on Twitter called the Cowboys “tone deaf” after the partnership was unveiled. The team’s post featured a 31-second video in which it called Black Rifle “America’s Coffee.” One day earlier, multiple Fourth of July celebrations in the U.S. ended with Americans fleeing from gun violence, including in Highland Park, Ill., where a rooftop shooter with an AR-15-style rifle killed seven at a parade.

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

The Cowboys plan to sell Black Rifle products at AT&T Stadium this season, owner Jerry Jones said in a statement the team distributed Tuesday to The 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 in fulfilling the Black Rifle mission — another veteran employed, another first-responder receiving support, or another community event to help adaptive military athletes thrive 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 the National Medal of Honor Recipients and the 40-plus-million men and women who have served and continue to serve our great nation.”

There are other veteran-owned coffee companies in the U.S.

Black Rifle, which has multiple shops in North Texas, distinguishes itself with gun-culture marketing, be that through such products as “Silencer Smooth Roast” or gun-firing videos. A short-barreled, military-service rifle consistent with the organization’s military ties is prominently used as its company logo.

On its official website, Black Rifle says it “serves coffee and culture to people who love America.” Indeed, the brand has become more than about coffee, gaining steam in conservative political circles.

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

But Black Rifle also has drawn its lines, publicly distancing itself from right-wing extremists or other controversial figures seen wearing company apparel, including acquitted Kenosha, Wisc., shooter Kyle Rittenhouse.

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

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

“Bringing America’s Team and America’s Coffee together at AT&T Stadium and across the Dallas Cowboys’ universe is an incredible honor,” Hafer told The News in a statement. “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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