S.W.A.T.S. Fitness and Performance was a dietary supplement company that sold deer antler spray and other products. The owners began distributing their products to NCAA and NFL athletes in 2008. The controversy initially started in March 30, 2009 when Alabama athletic officials sent a cease-and-desist letter to the company's owner that stated: "Refrain from using current student-athletes to endorse products. Refrain from contacting current student-athletes. Refrain from giving or selling products to current student-athletes."  The letter was then sent again in 2012.
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In Asia, velvet antler is dried and sold as slices, or as a powder which may be boiled in water, usually with other herbs and ingredients, and consumed as a medicinal soup. In the traditional commercial trade of Korea and China, whole stick antler velvet is divided into three sections based upon their supposed properties. Although there is an absence of uniform standardization, these sections are known as the wax piece (uppers or tips), the blood piece (middles), and the bone piece (bottoms): the wax piece may be marketed as a growth tonic for children, the blood piece supposedly for joint and bone health, and the bone piece supposedly for calcium deficiency and geriatric needs. Early commercial activity in Russia between the 1930s and 1980s led to the production of an alcohol extract from deer antler velvet marketed under the Russian drug trade name Pantocrin (also pantocrine or pantokrin).