USAA finds that it has landed in the middle of the NFL anthem dispute.

USAA usually avoids controversy. The San Antonio banking, insurance and financial services company, though, finds itself caught in a political minefield for the second time in four months.

First, the company created a furor in May over its decision to pull commercials from conservative talk show host Sean Hannity’s Fox television program. It reinstated them.

Now, USAA’s getting jeered over its sponsorship of the NFL in the wake of some players kneeling during the national anthem before last week’s games. Many of those upset by the players’ actions have taken to social media to call for a boycott of USAA unless it ends its ties with the NFL.

To be sure, other league sponsors — from Anheuser-Busch InBev to Papa John’s to McDonald’s — are feeling the same pain on social media as USAA.

Yet USAA might be in tougher spot than others because its customers are current and former members of the military, where it’s a ritual to salute the flag during the anthem.

USAA has no affiliation with the armed forces, but it was started 95 years ago by a group of 25 U.S. Army officers who had trouble keeping insurance because of their profession. Membership in USAA has expanded over the years and is now open to virtually all current and former military members. The company appeals to potential customers with the advertising slogan, “We know what it means to serve.”

So the decision by more than 200 NFL players not to stand for the anthem the weekend after President Donald Trump assailed players for silently protesting racial inequality by #takingaknee is seen by some USAA members as anti-American and resulted in an online revolt on Facebook, Twitter and other online forums.

“Stop funding the NFL’s disrespect for our country, military and veterans!” a person with the handle “Diver0129” said on USAA’s online community forum.

“USAA should NOT support the unpatriotic NFL,” “Hannah’s mom” posted on the forum. “It is an insult to use the members’ money in such a disgraceful way.”

Roger Wildermuth, a USAA spokesman, declined to address the controversy in a statement.

“USAA remains focused on providing our members with the service they expect and deserve, including those in the path of Hurricanes Harvey, Irma and Maria,” he said in an email. “By all accounts, we are delivering on our mission to help members achieve financial security and serve more military, veterans and their families than ever before.”

Gerard Braud, a New Orleans-based crisis communications specialist, called the controversy a “smoldering crisis” for USAA.

It’s too soon to know whether the boycott calls are impacting USAA’s membership ranks. It had about 12.2 million members as of June, the most recent figure available. That’s up from 11.9 million at the end of last year — a growth rate of 5 percent on an annualized basis, which would be in line with last year’s growth.