Following post-game comments in which Sawvel referred to himself as “a horse-shit coach,” BS Compost and Sawvel announced in a joint press release that the Carpenter, Wyoming-based manure producer and the Cowboys head coach were entering into a promotional partnership together.

“At BS, we pride ourselves on being nimble and savvy enough to capitalize on timely promotional opportunities when they present themselves. We’d call this a timely promotional opportunity.“

The press release also clarified that it doesn’t in fact sell “horseshit,” and that part of the new agreement stipulated that Sawvel would pivot to using the term “bullshit” during any future outbursts.