Black Rifle Coffee Company, a premium, small-batch, roast-to-order business that is owned and operated by military veterans, has signed a multi-year agreement to secure the category designation as the “Official Coffee” of Texas Motor Speedway.
Black Rifle Coffee Company will celebrate the new partnership through its company’s military heritage with a pair of patriotic events during this weekend’s AAA Texas 500 NASCAR Playoffs tripleheader at Texas Motor Speedway.
Military veteran Jarred “JT” Taylor, a business development executive for the company, will open the activities by singing the National Anthem prior to the start of Friday night’s JAG Metals 350 NASCAR Camping World Truck Series Playoff race at Texas Motor Speedway (7:30 p.m. CT, TV: FOX Sports 1).
Taylor served in the United States Air Force for 14 years in a variety of positions before separating from the military branch in late 2017. He served two tours in Iraq, the latter in 2007 in support of the 82nd Airborne Division where he earned an AFCOM/Valor device for heroic actions on the battlefield. Later in his career, Taylor became a Tactical Air Control Party Specialist tech school instructor and graduated more than 350 students during his 4-year tenure.
“Having spent almost a decade and a half in the military during wartime, being able to be the one selected to sing the Star-Spangled Banner at an event of this magnitude is nothing short of astonishing,” said Taylor. “I am even more excited doing this for NASCAR because of their fanbase and their unmatched respect for our nation and its uniformed services. This is a very proud endeavor for me.”
The RE/MAX Skydiving Team will perform a group dive into the facility with the American flag during Sunday’s pre-race activities for the AAA Texas 500 Monster Energy NASCAR Cup Series Playoff race. (2 p.m. CT, TV: NBC Sports Network).
In addition to the “official” status, Black Rifle Coffee Company will receive a number of branding assets at the world-renowned motorsports facility. Among the highlights are a branded concession stand on the concourse and a Fan Zone display area that will allow for sampling and product introductions to race fans. The coffee will be featured in the infield media center throughout race weekends.
Fans will have the opportunity to try the various roasts that are named to reflect the military background of founder and CEO Evan Hafer, including AK-47Espresso Blend, Just Black Coffee Roast, and Freedom Roast Coffee, among others.
All coffee products are available in whole bean and ground varieties, ranging from 12-ounce packages to 5-pound bags; select roasts are also available in single-serve “coffee rounds.” The roast profiles come in light, medium, dark, and extra dark, along with two decaf selections and cocoa.
The company also features the Black Rifle Coffee Club, where members order the amount and blends that fit their needs at a specially discounted price. The coffee is shipped directly to their home every month.
TMS PR
