Black Rifle Coffee Company responds to critics after partnership with Dallas Cowboys caused stir

Black Rifle Coffee Company CEO Evan Hafer, Nine Line Apparel CEO Tyler Merritt, and former U.S. Marine Clint Trial joined 'Fox & Friends Weekend' to discuss how the companies are giving back to America's veterans.

Black Rifle Coffee Company had a ready response when the NFL's Dallas Cowboys irked liberals over its partnership with the military veteran-backed coffee company, following a series of tragic mass shootings that put American gun ownership under a microscope. 

The coffee company, which features images of guns and American flags on its packaging, works closely with veterans, law enforcement and first responders and is largely operated by veterans themselves. On Tuesday, the Cowboys announced a new partnership by tweeting, "#CowboysNation, please welcome America’s Coffee to America’s Team." 

However, some didn’t appreciate the Cowboys announcing a deal with a gun-themed coffee company on the heels of mass shootings in Highland Park, Ill., and Uvalde, Texas, including some liberal sports journalists.

Black Rifle Coffee Company works closely with veterans, law enforcement and first responders. (Black Rifle Coffee Company)

COWBOYS AGREE TO PARTNERSHIP WITH BLACK RIFLE COFFEE COMPANY, MET WITH MIXED REVIEWS

A Cowboys beat writer for the Fort Worth Star-Telegram called the team "tone deaf," and the football team’s Twitter account was flooded with criticism that was highlighted across the media. 

"Eighteen hours after the July 4 shooting in Illinois, the Dallas Cowboys announced a partnership with a company called Black Rifle Coffee, which sells a brand called AK Espresso," sports business reporter Darren Rovell tweeted. 

Left-wing sports site Deadspin fretted over the Cowboys showing a "shocking-yet-predictable level