The Dallas Cowboys are facing a backlash after the football team announced a partnership with gun-themed coffee company.
Black Rifle Coffee sells products with names such as "Silencer Smooth Coffee Rounds," "AK-47 Espresso Blend" and "Murdered Out Coffee Roast"
The Cowboys welcomed America's Coffee to America's Team with a video that showed the team, coffee beans and a man drinking coffee.
The announcement set off criticism online, including from those who noted its poor timing a day after the Highland Park shooting, which left seven dead and wounded dozens more.
One account said that the move was on the wrong side of history. The only team I have ever cheered for is this one. The line is in the sand I don't want to support this. I'm done if the Cowboys don't change their minds.
One account said that people were getting mad over the company's name without knowing anything about it, and others supported them.
Another person said that the company was a great one.
Black Rifle said the deal with the Cowboys was timed to coincide with the Independence Day holiday. A representative wouldn't say if the company considered delaying the Cowboys announcement after the shooting.
CNBC asked the Dallas Cowboys if they had anything to say.
Jerry Jones said in a statement that the partnership represents the Cowboys' support of the military and first responders.
Black Rifle Coffee is a coffee shop that supports veterans and first responders. The company serves coffee and culture to people who love America.
NASCAR and the National Wild Turkey Federation are partners with the coffee company which went public in February.
Black Rifle's stock price opened at $9 on Thursday, after hitting a low of $6.62 on June 27.
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