 At the time, all other prime level seating was reserved for alumni and major financial contributors.A lottery was held for the seats and the winners, including Antler co-founders Jeff Gordon (now a sportswriter for the "St. Louis Post-Dispatch") and Rob “The Hammer” Banning, decided to go all-out with their cheering style to celebrate the new seating arrangement.During their second season in the new seats, someone observing their cheering style dubbed them the Antlers, and the name stuck.