LOOK: Dallas Cowboys announce new major sponsorship, draws criticism

The Dallas Cowboys made waves with fans across the NFL on Tuesday after announcing a new sponsorship with a polarizing company. The Cowboys revealed a new promotion for the 4th of July with the Black Rifle Coffee Company — a gun-themed coffee company started by a US veteran.

“Founded in 2014 by former U.S. Army Green Beret Evan Hafer, Black Rifle Coffee Company was built upon the mission to serve coffee and culture to people who love America,” reads the company’s website.

The move was announced as a major partnership for the Cowboys who brand themselves as “America’s Team,” but immediately drew criticisms from fans across the NFL fandom. Critics point to the timing of the announcement coming just one day after a mass shooting in Illinois on the 4th of July, as well as the school shooting in Uvalde just over a month ago.

🔊#CowboysNation, please welcome America’s Coffee to America’s Team.

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

— Dallas Cowboys (@dallascowboys) July 5, 2022

Cowboys announce Black Rifle Coffee Company sponsorship

The promotion itself is an exciting opportunity for fans to possibly win free tickets to their favorite team and a year’s supply of free coffee — but some fans feel the promotion comes at a very poor time. The US has been overwhelmed with debates about gun control over the month of June following the death of 21 people in Uvalde, Texas in late May. Adding to the controversial debates, another mass shooting occurred in Illinois at Highland Park — just one day before the partnership was announced.

The Black Rifle Coffee Company is a rapidly expanding brand that focuses on American veterans and first responders, donating proceeds from their sales to their cause. The company itself is gun-themed, offering coffee flavors such as Silencer Smooth and AK-47 Espresso.

Additional critics of the Cowboys’ newest partnership point to Dallas star DeMarcus Lawrence who shared a personal loss on Twitter on Tuesday. Lawrence’s former teammate at Boise State, Greg Grimes, was shot and killed over the weekend in his hometown of Sacramento outside of a nightclub. Lawrence referred to the tragedy as “senseless gun violence” as he mourned his friend’s death. While not involved in a mass shooting incident, fans began messaging Lawrence directly — asking how he felt about his own team supporting a company that is pro-gun.