The Dallas Cowboys and Black Rifle Coffee Co. agreed to a marketing partnership but some took issue with the timing of the announcement.
A Dallas Cowboys helmet during the game against the Dallas Cowboys and the Cincinnati Bengals on December 13, 2020, at Paul Brown Stadium in Cincinnati, OH.
"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."
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