Modern Marketing Brand Safety

Dallas Cowboys arms critics with ill-judged gun-themed coffee partnership

By John Glenday | Reporter

July 8, 2022 | 4 min read

American football team the Dallas Cowboys has been making headlines off the playing field for all the wrong reasons after an ill-timed announcement that it was partnering with weapon-themed Black Rifle Coffee.

Dallas Cowboys

The Dallas Cowboys announced their tie-up with Black Rifle Coffee on Twitter

Breaking the news just 24 hours after a mass shooting in Illinois, which left seven dead and dozens wounded, the announcement went down like a lead balloon on Twitter, where commentators queued up to chastise the organization for its inconsiderate timing.

The veteran-owned coffee house is notorious for its weaponized menus, which offer patrons a choice of ‘Silencer Smooth Coffee Rounds,’ ‘AK-47 Espresso Blend’ and ‘Murdered Out Coffee Roast.’

Welcoming the partnership with a tweet, the team wrote, ’Please welcome America’s coffee to America’s team,’ generating 290k views in the process.

Aghast at the insensitivity displayed, many were quick to point to the ill-judged timing of the pairing.

Commenting on the timing, a spokesperson for Black Rifle Coffee said that the tie-up had been in the works for some time and was “timed to coincide with the Independence Day holiday.”

Modern Marketing Brand Safety

More from Modern Marketing

View all

Trending

Industry insights

View all
Add your own content +