In a dramatic escalation of tensions between the tech world and the NFL, Detroit Lions head coach Dan Campbell has ignited a social media firestorm after urging football fans to delete the X app—formerly known as Twitter—following Elon Musk’s inflammatory announcement to ban Lions players from purchasing Tesla products.

Musk’s unexpected declaration came late Wednesday night via a series of cryptic yet direct posts on X, where he wrote:

“If the Detroit Lions want nothing to do with Tesla, then neither will my company have anything to do with them. Effective immediately, no Lions players will be eligible to own or lease a Tesla vehicle. Enjoy the gas station.”

While Musk didn’t provide any specific incident that triggered the fallout, insiders speculate the ban stemmed from the Lions’ rumored decision to reject a Tesla partnership proposal involving stadium EV charging sponsorships and apparel collaboration. The Lions, according to reports, declined the offer in favor of a local Detroit-based automotive company, citing loyalty to the city’s manufacturing roots.

What began as a business disagreement has now spiraled into a full-fledged PR war between one of the NFL’s most outspoken coaches and the world’s richest man.

Dan Campbell didn’t mince words when reporters asked him to respond after Thursday’s practice.

“I’ll tell you right now—I’ve had it with this guy’s posts,” Campbell growled. “This app, this whole damn circus—every time I open it, it’s just more of that billionaire ego nonsense. If you’re a fan of this team, if you’re a fan of football, delete the X app. Save your brain cells. You don’t need to see that kind of shit.”

The coach’s comments quickly went viral. Within hours, #DeleteX and #CampbellVsMusk were trending nationwide, with fans, players, and commentators weighing in on the bizarre feud.

Former NFL players came out in support of Campbell. Shannon Sharpe posted a laughing emoji with the caption: “Coach said what we were all thinking!” Meanwhile, Charles Woodson tweeted, “Real talk. Let’s put focus back on the game.”

However, Musk did not remain silent. Just minutes after Campbell’s comments hit the media, Musk fired back with a post saying:

“Funny how someone who chews kneecaps for breakfast is offended by a car company. Maybe focus more on making a Super Bowl instead of excuses.”

The jab was a not-so-subtle reference to Campbell’s infamous 2021 press conference where he stated that his team would “bite a kneecap off” as part of their gritty approach to winning.

Campbell, never one to back down, doubled down in a later press conference.

“We’re not a team that needs a billionaire’s validation. We’re not here to promote your car brand. We’re here to win football games. Period. If you want to make this personal, be my guest. We’ll see who’s still standing come February.”

NFL fans are now divided, with some praising Campbell for standing up to what they see as Musk’s corporate overreach, while others question whether the feud is a distraction heading into a crucial season for the Lions, who are among early favorites to make a deep playoff run.

One fan posted on Reddit:

“Love the energy from Coach Dan. Musk’s always picking fights online. Good to see someone in sports telling him off.”

Another wrote:

“This is all stupid. I just want the Lions to focus on football. Who cares what cars they drive?”

From a business standpoint, the controversy could have ripple effects across the league. Other teams may now think twice before aligning with Tesla, wary of sudden policy changes or public fallout. Additionally, several Lions players have already shown support for Campbell by announcing via Instagram that they’ve canceled their Tesla orders, tagging local car companies in Detroit instead.

Wide receiver Amon-Ra St. Brown posted a video of himself handing over his Tesla keys to a valet with the caption, “Support local. I’m out.”

Meanwhile, Jared Goff reposted Campbell’s quote with the hashtag: #BlueCollarOverBillionaires—a not-so-subtle dig that resonated with Detroit’s working-class fanbase.

Analysts now wonder whether Musk’s increasingly controversial social media antics could hurt Tesla’s brand perception among NFL fans and athletes. While Musk has long enjoyed celebrity status and built a loyal online following, this latest stunt may cross a line for those who view it as a petty, targeted attack.

Marketing expert Linda Porter told ESPN:

“Brand loyalty in sports is deeply tied to community and identity. If fans feel like their team is being disrespected by a brand, it becomes personal. Tesla may underestimate how much Detroit—and the Lions—mean to people.”

As for the X app itself, user data from Thursday evening showed a noticeable spike in account deactivations and app deletions from Michigan-based IPs, according to third-party tracking site AppSpy.

While it’s too early to measure the long-term fallout of this feud, one thing is certain: Dan Campbell has declared war—not just on Musk, but on the toxic noise that, in his words, is “polluting the game.”

Whether fans ultimately follow his advice and walk away from the platform remains to be seen. But in an era where social media and sports constantly collide, Campbell’s outburst may have just signaled a new phase of pushback against billionaire influence in the world of football.