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.
Black Rifle was founded by U.S. Army veteran Evan Hafer, who has made support of veterans one of the tenets of his company. Reaction to the marketing agreement suggests a “split identification among fans” of the Cowboys, according to T. Bettina Cornwell, academic director of the University of Oregon’s Warsaw Sports Marketing Center.Article content
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