Army West Point Athletics
Black Rifle Coffee Company Named the Official Coffee of Army West Point Athletics
August 13, 2025 | Football, General
WEST POINT, N.Y. – Army West Point Athletics and its exclusive multimedia rights holder, Army West Point Sports Properties, today announced a multi-year partnership with Black Rifle Coffee Company as the Official Coffee of Army West Point Athletics.
As part of the new partnership, Black Rifle Coffee Company will also serve as the Official Coffee of West Point's pre-game radio program, the Army Football Tailgate Show.
"West Point is the epitome of grit, discipline, and leadership. Black Rifle was built on the same values," said Donny Jensen, CMO of Black Rifle Coffee Company. "We've got West Point graduates on our team, and now we get to fuel the next generation of leaders on game day. This isn't just a partnership—it's a mission we're proud to support."
Since launching in 2014, Black Rifle Coffee Company has built a distinctive brand identity around premium coffee and unwavering support for America's veterans, military, law enforcement, and first responders. The veteran-founded company has successfully scaled from startup to national presence, delivering high-quality products through both direct-to-consumer online channels and a growing network of retail locations nationwide.
"We're proud to welcome Black Rifle Coffee Company to the Army West Point Athletics family," said Tom Theodorakis, Director of Athletics for Army West Point. "As a veteran-founded brand with a deep commitment to service and supporting those who've served, their values strongly align with our mission and the spirit of Army West Point Athletics."
The partnership also delivers intellectual property rights for the use of official Army West Point Athletics logos and marks, product sales at concessions, in-game and cross-sport signage, hospitality, and targeted digital campaigns via Fan365 – Learfield's programmatic digital sponsorship offering.
Army West Point Sports Properties, the locally based team of Learfield – the media and technology company powering college athletics – is the exclusive multimedia rights holder for Army West Point Athletics and oversees all sponsorship arrangements on behalf of the Black Knights.
About Black Rifle Coffee Company
Black Rifle Coffee Company (BRCC) is a Veteran-founded premium coffee company and lifestyle brand serving beverages to people who love America. Founded in 2014 by Green Beret Evan Hafer, Black Rifle develops their explosive roast profiles with the same mission focus they learned while serving in the military. BRCC is committed to supporting Veterans, active-duty military, first responders and the American way of life. Great Coffee, Great Mission - this is America's Coffee.
About Army West Point Athletics
The Army West Point Athletic Department fields 27 Division I intercollegiate programs that proudly represent the United States Military Academy. Competing primarily in the Patriot League, with select programs in other top-tier conferences, such as football in the American Conference, Army Athletics is dedicated to developing leaders of character through competitive sport. Guided by the core values of duty, honor, and country, our cadet-athletes excel on the fields of competition, in the classroom, and in service to the nation.
For more information, visit www.GoArmyWestPoint.com and follow @GoArmyWestPoint on social media.
About Learfield
Learfield is the leading media and technology company powering college athletics. Through its digital and physical platforms, Learfield owns and leverages a deep data set and relationships in the industry to drive revenue, growth, brand awareness, and fan engagement for brands, sports, and entertainment properties. With ties to over 1,200 collegiate institutions and over 12,000 local and national brand partners, Learfield's presence in college sports and live events delivers influence and maximizes reach to target audiences. With solutions for a 365-day, 24/7 fan experience, Learfield enables schools and brands to connect with fans through licensed merchandise, game ticketing, donor identification for athletic programs, exclusive custom content, innovative marketing initiatives, NIL solutions, and advanced digital platforms. Since 2008, it has served as title sponsor for the acclaimed Learfield Directors' Cup, supporting athletic departments across all divisions.
As part of the new partnership, Black Rifle Coffee Company will also serve as the Official Coffee of West Point's pre-game radio program, the Army Football Tailgate Show.
"West Point is the epitome of grit, discipline, and leadership. Black Rifle was built on the same values," said Donny Jensen, CMO of Black Rifle Coffee Company. "We've got West Point graduates on our team, and now we get to fuel the next generation of leaders on game day. This isn't just a partnership—it's a mission we're proud to support."
Since launching in 2014, Black Rifle Coffee Company has built a distinctive brand identity around premium coffee and unwavering support for America's veterans, military, law enforcement, and first responders. The veteran-founded company has successfully scaled from startup to national presence, delivering high-quality products through both direct-to-consumer online channels and a growing network of retail locations nationwide.
"We're proud to welcome Black Rifle Coffee Company to the Army West Point Athletics family," said Tom Theodorakis, Director of Athletics for Army West Point. "As a veteran-founded brand with a deep commitment to service and supporting those who've served, their values strongly align with our mission and the spirit of Army West Point Athletics."
The partnership also delivers intellectual property rights for the use of official Army West Point Athletics logos and marks, product sales at concessions, in-game and cross-sport signage, hospitality, and targeted digital campaigns via Fan365 – Learfield's programmatic digital sponsorship offering.
Army West Point Sports Properties, the locally based team of Learfield – the media and technology company powering college athletics – is the exclusive multimedia rights holder for Army West Point Athletics and oversees all sponsorship arrangements on behalf of the Black Knights.
About Black Rifle Coffee Company
Black Rifle Coffee Company (BRCC) is a Veteran-founded premium coffee company and lifestyle brand serving beverages to people who love America. Founded in 2014 by Green Beret Evan Hafer, Black Rifle develops their explosive roast profiles with the same mission focus they learned while serving in the military. BRCC is committed to supporting Veterans, active-duty military, first responders and the American way of life. Great Coffee, Great Mission - this is America's Coffee.
About Army West Point Athletics
The Army West Point Athletic Department fields 27 Division I intercollegiate programs that proudly represent the United States Military Academy. Competing primarily in the Patriot League, with select programs in other top-tier conferences, such as football in the American Conference, Army Athletics is dedicated to developing leaders of character through competitive sport. Guided by the core values of duty, honor, and country, our cadet-athletes excel on the fields of competition, in the classroom, and in service to the nation.
For more information, visit www.GoArmyWestPoint.com and follow @GoArmyWestPoint on social media.
About Learfield
Learfield is the leading media and technology company powering college athletics. Through its digital and physical platforms, Learfield owns and leverages a deep data set and relationships in the industry to drive revenue, growth, brand awareness, and fan engagement for brands, sports, and entertainment properties. With ties to over 1,200 collegiate institutions and over 12,000 local and national brand partners, Learfield's presence in college sports and live events delivers influence and maximizes reach to target audiences. With solutions for a 365-day, 24/7 fan experience, Learfield enables schools and brands to connect with fans through licensed merchandise, game ticketing, donor identification for athletic programs, exclusive custom content, innovative marketing initiatives, NIL solutions, and advanced digital platforms. Since 2008, it has served as title sponsor for the acclaimed Learfield Directors' Cup, supporting athletic departments across all divisions.
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