The tweet announcing the agreement between “America's Team” and “America's Coffee” drew about 200 comments in the first few hours, most of them critical and suggesting the timing of the announcement was poor.
“Maybe read the room a bit, guys,” one person posted, while another wrote, “The Dallas Cowboys just lost one of their biggest fans. Integrity matters.”The tweet links to a contest offering two tickets to a Cowboys home game and a one-year subscription to the coffee company. Most of the company's sales are direct to consumer. who has made support of veterans one of the tenets of his 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 said. “The long-planned announcement was timed to coincide with the Independence Day holiday — America’s Team. America’s Coffee. America’s Birthday.”
Cowboys owner Jerry Jones' steadfast support of the military was best illustrated when he was one of the most outspoken NFL owners against players kneeling during The Star-Spangled Banner before games to protest racial injustice and police brutality. The Black Rifle brand has been popular among conservatives and gun-rights advocates, and the Salt Lake City-based company has ties to Texas. The first brick-and-mortar store opened in San Antonio, where the company has a second corporate office.
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