In an uncomfortably combustible combination, it is the team and it is the timing driving this latest controversy in sports.
This is the Dallas Cowboys. The club’s last heydays in the early-mid ‘90s are now older than some of its current players. “America’s Team” has become a faint, stale perfume, an almost mocking appellation. Yet this is a franchise, led by an owner who never met a sponsor dollar he didn’t like, that memories still hold up as one of the biggest brands in all of sports.
And this is the team that chose now to announce its new sponsorship with the gun-themed Black Rifle Coffee Company.
