The Dallas Cowboys' marketing team took to Twitter to announce a new partnership with the gun-themed coffee business Black Rifle Coffee Company, and as might be expected, the social media mob reacted with outrage and disgust.
"#CowboysNation, please welcome America's Coffee to America's Team," the official account for the Cowboys tweeted on Tuesday.
"We are celebrating America's birthday all week long by giving away (two) tickets to a #DallasCowboys home game & a (one)-year subscription to @blckriflecoffee!"
However, many in "CowboysNation" and elsewhere did not take kindly to the announcement, especially in the wake of the mass school shooting in Uvalde, Texas, less than two months ago.
"Impeccable timing. Truly. Guys," one responder posted. "This was literally 6 weeks ago IN YOUR STATE, and there was a mass shooting YESTERDAY. 'T&Ps to Uvalde. So sad. Also, buy this black rifle coffee.'"
Another user dubbed the Cowboys/Black Rifle partnership "Mass Shooting Morning Blend," a play on Black Rifle's many coffee flavors with military and firearm-related names, such as Silencer Smooth, Gunship, AK-47, and Murdered Out.
Still, not all the backlash against the Cowboys came from gun control advocates or those on the far left. Some on the right still bear a grudge against Black Rifle for comments that company executives made about some of their former supporters to the New York Times a year ago.
"It’s such a repugnant group of people,” Black Rifle co-founder and CEO Evan Hafer said about some conservatives. “It’s like the worst of American society, and I got to flush the toilet of some of those people that kind of hijacked portions of the brand.
“The racism [expletive] really pisses me off,” Hafer said. “I hate racist, Proud Boy-ish people. Like, I’ll pay them to leave my customer base. I would gladly chop all of those people out of my [expletive] customer database and pay them to get the [expletive] out.”
Still others have embraced the new relationship between America's Team and a veteran-owned business that is "committed to supporting veterans, law enforcement, and first responders," according to its mission statement.
Chris Loesch, husband of noted Second Amendment rights advocate Dana Loesch, called it "awesome," while a user calling herself "lei" said, "I am not even a cowboys fan and I love this sponsor The coffee is actually good and thank you America’s team for supporting Veterans."
Cowboys owner Jerry Jones told the Dallas Daily Sentinel that the team plans to sell Black Rifle coffee products at AT&T Stadium this fall.