Cowboys have nothing to say about controversial coffee sponsorship

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Cowboys owner Jerry Jones thinks bad news is good for business. If so, Tuesday was a pretty good day for business.

The Cowboys are facing criticism for unveiling on Twitter a partnership with Black Rifle Coffee Company. Via the Associated Press, the company’s products include AK-47 Espresso, Silencer Smooth, and Murdered Out.

The Cowboys posted the tweet after another day of multiple mass shootings in America, including a massacre at a parade in Highland Park, Illinois.

The Cowboys had no comment to the AP. The coffee company crowed about the partnership. And for good reason; the relationship with the Cowboys and the inevitable controversy elevate its profile and brand. Anyone uncomfortable with the connection to the Cowboys wouldn’t have bought the coffee anyway; this makes those inclined to support the coffeemaker more aware of it — and perhaps more likely to buy its products.

The company claims that it “supports veterans, first responders, and America’s men and women in uniform.” That prompted this strange remark from the author of the AP story: “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.”

Folks, for the umpteenth time plus one, the anthem protests weren’t an assault on the military. And Jones wasn’t supporting the military by cajoling players to stand. He was preserving his ability to buy and maintain a superyacht, along with all his other holdings. Jones and the league deliberately pandered to those who refused then (and now) to see that the gesture wasn’t about the military. And it’s hard to imagine how Tuesday’s tone-deaf gesture by the Cowboys is about supporting the military.

It also would be interesting to know how much the Cowboys are making in this deal. Whatever it is, it arguably isn’t worth it. Unless America’s Team wants to saturate the portion of America that was repelled by anthem kneeling and that, in turn, will embrace a line of coffee products dripping with pro-gun messaging, even if it’s announced the day after guns were once again used to create more havoc in America.

118 responses to “Cowboys have nothing to say about controversial coffee sponsorship

  1. I wish you people involved in politics could saw your wives the way normal people see you. It’s just coffee. I thought this kind of thing peaked when everybody got twisted over the sex of a plastic potato. But I guess not.

  2. This is a dumb country, so this will blow over. The most important thing is that rich people get more money, right?

  3. Just disgusting.

    An embarrassment of epic proportions. It can’t be made up. It can’t.

  4. Makes perfect sense now. Guns, guns and more guns. Now I see why they are called America’s team.

  5. Its Texas. It is also a coffee sponsorship. A little insensitive but not that big of a deal.

  6. The Cowboys are completely tone deaf. COuldn’t they at least wait a week before announcing?

  7. If you don’t like this specific coffee or their association with the Cowboys you are free to not buy either product!

  8. Looked up their website and they’re just selling coffee with macho brand names, didn’t see the” murdered out” which admittedly just seems weird. According to ama drip coffee is heart healthy. Got a whole lotta other things to be worried about as a society.

  9. seems this is past the risk/reward theory, he has to be just giving the woke crowd the middle finger tbh

  10. Catering to an entire culture that literally worships at the altar of “muh gunz” by a old, rich, white guy that loves controversy like our former president loved porn stars?

    Why, this doesn’t seem to be like Jerry Jones at all.

  11. I heard an announcer say there was a “long bomb” in a game. They also mentioned a “blitz” as in “blitzkreig”. When will this madness stop?

  12. gibson45 says:
    July 5, 2022 at 6:01 pm
    olearydave says:
    July 5, 2022 at 5:45 pm
    Why does the mainstream media always take the liberal side as the only position of any issue?
    _________

    How does being opposed to senseless gun violence equate to be a liberal? Shouldn’t everyone of all political stripes be in favor of stopping the proliferation of deadly weapons?

    —————

    Unfortunately it’s because no one is willing to take any time or energy in viewing something from different angles, and much less an angle they may disagree with. So the only option left is a binary one: You are for X or against it, you are conservative of liberal etc.

    Sometimes I wonder if evolution has reversed and we are heading back in the direction of the chimpanzee.

  13. Jerry Jones know his market and the Cowboys audience. This wouldn’t work in my area full Giants fans but New York isn’t Dallas

  14. Tacky and in poor taste. In other words, a perfect fit for Jerry Jones and the Dallas Cowboys.

  15. How much of a snowflake do you have to be to think that coffee is too liberal?

  16. The strange thing I can’t figure out about the gun debate is the (ultra left)Hollywood puts more gun violence ( ideas,examples,) out into the world than anyone yet there is no cry to get all of the glorified violence out of so many movies aimed squarely at young people.

  17. When you can’t compete for a championship, you have to do something to keep your team in the news.

  18. Controversial? Pretty much only the media thinks that. Just play the game. Now bring on the Season. Camps are just a couple weeks away!!

  19. Because sportsbetting, soda, liquor, fast food companies are soo much better. Next movies should stop using guns ha

  20. Last I checked the Bill of Rights didn’t include protection against ever being offended. If you’re offended don’t spend money on the coffee or the Cowboys. Make it a poor business decision. If you believe that all guns are evil, passionately proselytize the evils of all guns. Otherwise it would be great for my football news site to get back to football.

  21. cookerduff123 says:
    July 5, 2022 at 6:20 pm
    gibson45 says:
    July 5, 2022 at 6:01 pm
    olearydave says:
    July 5, 2022 at 5:45 pm
    Why does the mainstream media always take the liberal side as the only position of any issue?
    _________

    How does being opposed to senseless gun violence equate to be a liberal? Shouldn’t everyone of all political stripes be in favor of stopping the proliferation of deadly weapons?

    —————

    Unfortunately it’s because no one is willing to take any time or energy in viewing something from different angles, and much less an angle they may disagree with. So the only option left is a binary one: You are for X or against it, you are conservative of liberal etc.

    Sometimes I wonder if evolution has reversed and we are heading back in the direction of the chimpanzee.

    213Rate This
    —————

    Yep.

    Lower IQ and selfish people only see things in absolutes because they don’t have any critical thinking skills.

    The irony is the extreme right kiddies whose parents raised them that way, who post here, immediately try to politicize ANY topic, immediately using the word “liberal”, when it could easily be a centrist view.

    That’s how far right they are. They can’t even see it.

  22. “Folks, for the umpteenth time plus one, the anthem protests weren’t an assault on the military. And Jones wasn’t supporting the military by cajoling players to stand.”
    ———-
    Although you are correct on the 1st part, not on the 2nd part. Just because the protests weren’t against the military doesnt mean Jones wasnt standing up for the military if he thought that it was attack on it(as you’ve said that he and others did/do)…Now I feel sick having to have had to defend Jones

  23. I don’t even drink coffee. But macho, gun themed drinks, together with the Cowboys… I’m going to start drinking coffee immediately.

  24. They are just a veteran owed and operated coffee company with some of their coffees named with military themes.

    They are committed to hiring 10,000 Veterans to provide opportunities to the military community that helped to build them.

    Oh the horror.

  25. aaaaaaaaaaaah! People are different and often believe in things that I do not!

    Help me please, I hate freedom and everyone MUST know it!

  26. ibillwt says:
    July 5, 2022 at 6:05 pm
    Looked up their website and they’re just selling coffee with macho brand names, didn’t see the” murdered out” which admittedly just seems weird.
    —————————————–
    It was in the dark roast category. Still, anyone complaining about this must equally complain about all the alcohol revenues that the NFL accepts given how many people are killed by drunk drivers every year.

  27. Are we saying guns don’t kill people, coffee kills people?

    Who are the idiots who actually care about this kind of thing??

  28. How about the “controversial” NFL Superbowl halftime show sponsor Pepsi that kills and disables scores of Americans every year with their products with 0% nutritional value and that no sane doctor has recommended use of for decades?

  29. Never heard of Black Rifle Coffee until I read this article. Thanks for the tip. I just bought a pound. We’ll see how it tastes.

  30. Do you snowflakes read into EVERYTHING!!?? see: Aunt Jemima

  31. Oh good god, it is GREED everyone, the only motivating factor for NFL owners and other billionaires. Jerry and all the NFL owners have it a disease that is worse than cancer, for this disease will destroy every living thing.

  32. Black Rifle is veteran owned and operated. Never have and never pretended to be politically correct. Good stuff, that and Death Wish coffee and Vahalla Java are my favorites, dark, and well flavored. They don’t sell guns.

  33. It’s not controversial, unless you want it to be. But I also can’t help but snicker at their statement – so they’re pro police brutality?

  34. Let’s not get distracted from the fact this team hasn’t even smelled the NFC Championship Game since January 1996

  35. But, as usual, it’s the democrats that are ruining this country led by Obama…yes Obama…he is writing the words for Biden. Liberals hate America and are trying to destroy it…they’re doing a good job too. They want $8/gallon gas…so they’re not quite their yet on that goal, but they will get there.

  36. Freedom means the Dallas Cowboys can have any sponsor they want and if you don’t like it then support a different team. Safe spaces only work in your dream world.

  37. Oh my Lord. It’s a coffee company. It’s coffee. I’m so glad I don’t live in such a fragile politically correct world. I’m sure you believe in the silliness of global warming, climate change. As silly as it is maybe it’s true, and the eroding O-Zone layer has made you people thin skinned. SMH.

  38. “Murdered Out” refers to an all black car. Wheels, tint, trim, paint…everything on the car is black. Black Rifle is, I assume, referring to a super dark coffee by using slang to brand it.

    I’m not saying it’s a good idea, I’m saying find the root of that term before you clutch your pearls.

  39. Wonder if all the Jerruh supporters on here, especially those who live in Texas, would have this ‘get over it’ attitude if they had released this right after the Uvalde shooting? What am I thinking, of course they would – they’re meatheads!

  40. Jones is a joke. It’s all about the $$$$$$ with him. He would put Taliban towels on his players if they gave him enough money.

  41. You Libs get trigger so easily. It’s coffee for cry out loud! If you want to talk about real issues let’s talk about the souther border.

  42. Was the NFL concerned about a controversial relationship with BLM? Multiple people died and areas of cities destroyed.
    Far worse then a few veterans that started a coffee company.

  43. Wow really? What’s controversial? Does the “Big Ass Fan” company upset you too? Black Rifle is a well respected company. They cater to pro 2A and freedom loving Americans. If you think that is controversial then maybe you are the problem.

  44. If it were ever morality before monetary gain, the world would be a much better place. But it is always about the money, more money, can’t get enough money, never enough money. Screw the ethics, morals, even god, when it comes to money get those hands out and start making a stack. who cares if we have children dying from being shot with assault rifles, or starving because they have no money for food, living in the streets. Jesus said to him, “If you want to be perfect, go, sell what you have and give to the poor, and you will have treasure in heaven; and come, follow Me.” And the billionaires said screw that I’m getting mine here, I ain’t taken no chances on there not being a heaven.

  45. So the “mass shooting” gets the attention, yet EVERY weekend in Chicago there are far more shootings that nobody seems to pay attention to.

    (because it doesn’t feed the narrative the media wants you to hear)

  46. cruzcowboy says:
    July 5, 2022 at 7:19 pm
    You Libs get trigger so easily. It’s coffee for cry out loud! If you want to talk about real issues let’s talk about the souther border.

    74Rate This
    Vikings4Life says:
    July 5, 2022 at 7:23 pm
    Was the NFL concerned about a controversial relationship with BLM? Multiple people died and areas of cities destroyed.
    Far worse then a few veterans that started a coffee company.

    32Rate This

    ———————

    ^Back to back racist comments right here and they don’t know that they are racist.

  47. The culture of Texas and the Cowboys is as rotten as Jerry Jones’s evil heart.

  48. I bet Johnny Walker doesn’t want to be “America’s Scotch” no matter how much Jeruh guzzles.

  49. The same people who were, and still are offended by Kaepernick’s knee are calling this “Free Speech”. Ironic.

  50. Clearly this publicity ploy has worked. The NRA nutters are crying and whining about people who think glorifying AK-47 rifles (the day after 7 and and 30 wounded in a mass shooting) is in bad taste.

    Yes – it’s only coffee. The blood of the dead and wounded is only blood. And 7 of those people murdered with a firearm (the police are saying is similar to an AK 47) are only dead. What’s the fuss? The murderer loved Trump and is therefore a bigger patriot than people who kneel during the anthem.

    Don’t forget that gun control began in California back in the 60s – when black men started carrying long guns to protect themselves and their fellow citizens.

  51. Jayson Ferguson died of a coccain over dose and no one cares about drug addiction riping this country but a coffee company started by veterans has rifle in the name and its the end of the world… sad day in America indeed

  52. starfan79 says:
    July 5, 2022 at 7:27 pm
    Wow really? What’s controversial? Does the “Big Ass Fan” company upset you too? Black Rifle is a well respected company. They cater to pro 2A and freedom loving Americans. If you think that is controversial then maybe you are the problem.

    The problem is people calling others “the problem”.

  53. There is a hardware store I use. They sell lawn and garden stuff, grills and smokers and they have an overpriced gift shop my wife likes. It’s a little out of the way but it’s locally owned and I like to support local business. We spend around $1,800 a year there. They started carrying Black Rifle Coffee about 5 months ago. We don’t shop there anymore.

    OK, that is not literally true. They have a specialty section for nuts and bolts and crap like that. Bought a washer there a few weeks ago. It was 85 cents.

  54. starfan79 says:
    July 5, 2022 at 7:27 pm
    Wow really? What’s controversial? Does the “Big Ass Fan” company upset you too? Black Rifle is a well respected company. They cater to pro 2A and freedom loving Americans. If you think that is controversial then maybe you are the problem.

    23Rate This

    —————-

    The people like yoursel who want us to be 1930s Germany and go backwards as pro-fascist, are the problem.

    We’ve heard plenty of racist policy in the military as well, as much as anywhere else.

    They’re not immune to critcism. The better question is, why would you start a coffee company with words used to promote violence?

    It’s not only dumb, it’s immature and in horrible taste.

  55. This is a coffee company that was started by veterans Who have served. It’s pretty good coffee too

  56. ……….
    tippiwoo says:
    July 5, 2022 at 7:33 pm
    So the “mass shooting” gets the attention, yet EVERY weekend in Chicago there are far more shootings that nobody seems to pay attention to.
    ……….
    Enough of Chicago, their murder rate doesn’t even rank in the top 30 in the US. Don’t believe it, have a friend show you how to use Google.

  57. I don’t drink coffee and hate the Cowgirls but I think I found a new appreciation for Jerrah!

  58. eddyjf says:
    July 5, 2022 at 7:55 pm
    ……….
    tippiwoo says:
    July 5, 2022 at 7:33 pm
    So the “mass shooting” gets the attention, yet EVERY weekend in Chicago there are far more shootings that nobody seems to pay attention to.
    ……….
    Enough of Chicago, their murder rate doesn’t even rank in the top 30 in the US. Don’t believe it, have a friend show you how to use Google.

    10Rate This

    —————

    It’s because Obama was a Senator from lilinois, hence the obsession with saying it over and over. They’re racists and don’t even know how obvious it is.

    All because a black man was president for 2 terms do we now have little agent orange minions running around these kinds of boards.

  59. Get rid of social media and the shootings will go back to pre social media levels.

    It’s not guns that have caused this misery. Before social media we didn’t have the shootings like we do now but if you look when this became an issue, you’ll see it syncs perfectly with social media and ramped as it became more prevalent.

  60. This is just plain sick. It’s time to outlaw assault style weapons like was the law until the early 2000’s with W BUSH.

  61. Didn’t 4 cops get gunned down in Dallas a couple years ago. Geez Jerry. Blue lives matter. Don’t you think?

  62. The irony is rich in a mediocre franchise choosing a mediocre coffee as a sponsor

  63. Good for the Cowboys. Think I’ll order some coffee (even though I don’t drink it) tonight. So the league has to cater to the extreme left? What non sense to even make this a story.

  64. touchback6 says:
    July 5, 2022 at 7:36 pm

    cruzcowboy says:
    July 5, 2022 at 7:19 pm
    You Libs get trigger so easily. It’s coffee for cry out loud! If you want to talk about real issues let’s talk about the souther border.

    74Rate This
    Vikings4Life says:
    July 5, 2022 at 7:23 pm
    Was the NFL concerned about a controversial relationship with BLM? Multiple people died and areas of cities destroyed.
    Far worse then a few veterans that started a coffee company.

    32Rate This

    ———————

    ^Back to back racist comments right here and they don’t know that they are racist.
    __________

    So now wanting to enforce border laws and being against deadly riots is racist? No wonder they didn’t realize it. Tell me, is there anything you don’t think is racist?

  65. Great coffee by a great veteran owned company. You can thank them for the freedom you have to write such a libtard story. More nonsense from a want to be journalists.

  66. eddyjf says:
    July 5, 2022 at 7:55 pm
    ……….
    tippiwoo says:
    July 5, 2022 at 7:33 pm
    So the “mass shooting” gets the attention, yet EVERY weekend in Chicago there are far more shootings that nobody seems to pay attention to.
    ……….
    Enough of Chicago, their murder rate doesn’t even rank in the top 30 in the US. Don’t believe it, have a friend show you how to use Google.
    ___________

    I just googled murder rate by city and saw that Chicago was ranked 10th in 2022. I think the reason people point out the murder rate in Chicago is because they have the toughest gun laws in the nation.

  67. Lots of fanboy marketing experts here that simply don’t have a clue.

    Marketing Attorney

  68. eddyjf says:
    Enough of Chicago, their murder rate doesn’t even rank in the top 30 in the US. Don’t believe it, have a friend show you how to use Google.
    ===========================
    Just the facts.
    1st place,..Chicago,2021,.. 797 murders. 2nd place,..NYC,2021.. 485 murders. 3rd place,.. L.A., 2021,.. 392 murders.

  69. Tony Awesome says:
    July 5, 2022 at 8:45 pm
    eddyjf says:
    Enough of Chicago, their murder rate doesn’t even rank in the top 30 in the US. Don’t believe it, have a friend show you how to use Google.
    ===========================
    Just the facts.
    1st place,..Chicago,2021,.. 797 murders. 2nd place,..NYC,2021.. 485 murders. 3rd place,.. L.A., 2021,.. 392 murders.

    11Rate This

    ——————-

    Fox News doesn’t like facts.

  70. touchback6 is really melting down today over the thought of people having opinions.

    Love to see it. 😂

  71. Sometimes I wonder if evolution has reversed and we are heading back in the direction of the chimpanzee.

    Chimpanzees don’t shoot innocent chimpanzees. Stop insulting chimpanzees.

  72. You understand don’t you, that the Cowboys are not doing a sponsorship with a gun company. It’s coffee.

  73. This comment section was exactly what I was looking for. Well reasoned arguments put forth by folks with no axe to grind. Would definitely read again.

  74. Jones is a great American standing up for the troops.

    We need more Jones and less criminals like Aaron Hernandez, Robert Kraft and DeShaun Watson.

  75. From a business perspective it seems like poor timing to announce such a partnership.

  76. Established in December 2014 by former Green Beret Evan Hafer.

    Jerrah has his usual sensationalist timing I see …

    Tell Evan not to go drinking with Jones unless he wants to retire with J. Johnson.

  77. Yet no outrage as out childten play violent video games like Grand Theft Auto or your other various run around killing everyone games. nope. no mention of sex and violence in our music. no mention of violence in our cinema…
    .
    no folks, todays selective outrage is because of a coffee named after a rifle.

  78. Didn’t Sean Payton and Gregg Williams use to do commercials for their dark roast, “Wanted: Dead or Alive?”

  79. This is just ridiculous. Its a COFFEE company. If you are offended by the name dont buy the product. If your offended by the Cowboys having them as a sponsor, dont support them. Pretty easy.

  80. The AK-47 is the primary firearm used to kill American soldiers so way to support the military. “Murdered Out” and “Silencer Smooth” don’t seem to be on the side of law enforcement or at least on the side of following the law. You want to use dark imagery to promote your product? This is America. Have at it. But don’t pretend that it’s not dark and offensive to some people by wrapping it up in the flag.

  81. If Jerry Jones is such a supporter of the military did he encourage his sons to join and protect their country? did he serve?like most rich people who say they support our military they would never let their kids serve because its far too dangerous than sitting behind a corporate desk in an office next to daddys.talk is cheap.

  82. Jerry Jones has never been accused of class, or of doing the right thing. Nobody should expect him to change horses now.

  83. Everybody’s got a price….for the Million Dollar Man……..hahahahahahahahahahaha.

  84. The profits of this coffee company will skyrocket with the free marketing given to them by the hand wringers that know better than all of us.

  85. tiredofcowards says:
    July 5, 2022 at 6:01 pm
    When coffee is outlawed, only outlaws will have coffee.

    That’s the comment of the year.Bravo!

  86. Chiefs fan in LA says:
    July 6, 2022 at 6:39 am
    Yet no outrage as out childten play violent video games like Grand Theft Auto or your other various run around killing everyone games. nope. no mention of sex and violence in our music. no mention of violence in our cinema…
    .
    no folks, todays selective outrage is because of a coffee named after a rifle.
    ————————————————————-
    Funny thing about what this person had to say, the video games are played world wide, the music and the movies same thing, listened to and watched world wide, but only in America is there 309 mass shootings since January first this year alone. It is not the video games, movies or music. America has proven once again it has the best equipped mass murders in the world.

  87. covid19 says:
    July 6, 2022 at 9:27 am
    Chiefs fan in LA says:
    July 6, 2022 at 6:39 am
    Yet no outrage as out childten play violent video games like Grand Theft Auto or your other various run around killing everyone games. nope. no mention of sex and violence in our music. no mention of violence in our cinema…
    .
    no folks, todays selective outrage is because of a coffee named after a rifle.
    ————————————————————-
    Funny thing about what this person had to say, the video games are played world wide, the music and the movies same thing, listened to and watched world wide, but only in America is there 309 mass shootings since January first this year alone. It is not the video games, movies or music. America has proven once again it has the best equipped mass murders in the world

    ———-

    In most of the world fathers don’t abandon their kids. They stick around and turn them into men

  88. I don’t really have a problem with the company or their product names — it’s just coffee after all — but the timing of the announcement could have been a little better.

  89. In most of the world fathers don’t abandon their kids. They stick around and turn them into men
    ——————————————–
    First it’s the videos and the music plus the movies and when that doesn’t wash it’s because the father wasn’t there. Simple truth is unless you have a Federal Firearms permit, (and they are hard to get), you can’t legally own a Thompson Submachine gun or any other fully automatic weapon because they are considered to be too leathal. Assault rifles have proven to be too lethal as well for ownership by the general population, wouldn’t you agree?

  90. covid19 says:
    July 6, 2022 at 10:50 am
    In most of the world fathers don’t abandon their kids. They stick around and turn them into men
    ——————————————–
    First it’s the videos and the music plus the movies and when that doesn’t wash it’s because the father wasn’t there

    ———-
    No, it’s always been about parenting and the destruction of the family. And it has been for decades. Please try to keep up

  91. News flash there are plenty off racist veterans… not saying this is the case but don’t hide behind the words veteran owned and think it’s all good…

    PS… I’m a proud veteran

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