[18] In March 2020, BRCC launched a coffee-donation campaign to support medical and emergency workers, quarantined military personnel and their families, and others working to mitigate the national and global impact of the COVID-19 pandemic.

[20] A July 2021 article in The New York Times, Hafer describes his vision for growth of the physical franchised stores using retired military non-commissioned officers (NCOs).

[26][27] Its political stance has attracted attention from Fox News,[28] and the company has been endorsed by conservative broadcast personality Sean Hannity[29] and Donald Trump Jr.[5] A 2021 Salon article reported that BRCC is trying to draw a line and distance ifself from "the far-right" after BRCC logos and gear appeared on Kyle Rittenhouse, a teen who was acquitted due to a finding of self defense after killing two people and injuring another during a Black Lives Matter riot in Kenosha, Wisconsin.

The design was rejected when Hafer was informed by a friend at the Pentagon that the image of Saint Michael standing on the neck of Satan was being used by white supremacists because of the resemblance to George Floyd's murder.

[21] The company sponsors NASCAR drivers Ty Dillon, Noah Gragson, Chase Briscoe, and Matt Crafton.

[35][36][37] In the American Rally Association, BRCC-sponsored drivers like Travis Pastrana and Dave Carapetyan compete under the Black Rifle Coffee Motor Sports Team name.

[38] Pastrana, whose family is closely tied to the military, also has a personal endorsement deal with BRCC that began in 2022 after ending his partnership with longtime sponsor Red Bull;[39] the two parties first collaborated for a rally car helicopter jump stunt in 2018.

Black Rifle subsequently released a statement explaining the news was "timed to coincide with the Independence Day holiday" and that the partnership had been discussed long before the date.

[42][43] Evan Hafer, founder, former CEO, and current Executive Chairman of BRCC, appeared on The Joe Rogan Experience podcast on November 15, 2024.