I was not talking about NCAA scholarships.
The more selective US Universities, say places like Brown, Bowdoin and Northwestern (three random names I heard on sidelines) are looking for rounded individuals. Sport, leadership, music, that sort of thing. Students who can contribute to the college community. It is very different from the UK where Extra-Curricular rarely count - though a few UK universities do seem willing to give reduced offers and sports bursaries for outstanding sportspeople.
The point is not to get money off, but to get in. Indeed my understanding is that there is no money attached to sports scholarships in places like Harvard, just the standard needs-blind provisions. As I understand it, and backed up with evidence from the recent US admissions scandal, a reference from a college sports coach, as in "I want them for my team" helps with admissions. You still need the academics and the essays and the references. If a college will need a bassoonist for their orchestra as their current bassoonist is about to graduate, that bassoonist will have an advantage over other applicants in the same position.
As I said up thread, people put a lot of research into the best value, ie the college with the best reputation that their child is likely to get into, and then how to ensure they are well placed to be accepted. Studying in the US is seriously expensive.
UK applicants can have an advantage in that some sports we play are not majority sports in the US, yet some colleges run teams. Things like rugby and field hockey. School rowing is also relatively strong in the UK, as is men's soccer. (Women's football has a far broader base in the US, but coaching in the UK can be very good.) Good county or regional level is normally enough. But...as I was told, the college needs to want you. They won't need four hockey goal keepers but they will need one.
This also applies to the really big names. DD saw peers in her major sport get places at Stanford, MIT, Harvard, Yale and others. It appeared that the better you were at the sport the more slack there was on the academics. So a very bright girl got admitted for her sport, but remained a non-travelling reserve, and another, who was knocking on the England team, was named Ivy person of the month for that sport almost as soon as she arrived. The standard is good but not stellar. Good coaches in the UK often have contacts in the US, so the dialogue can begin early, though equally some seems initiated by parents. (Another reason why it is easier to go to a sixth form with experience in US admissions. For example the American School Cobham has one of the best girls soccer teams in the country, and Millfield has contacts all over the place.)
This is in contrast to the recruitment carried out by serious sports colleges. For example in soccer they are talking to Premiership Academies about kids who are narrowing failing to progress to the first team. This is a report by one boy who went to Seton Hall University, not on the radar for the London mums we knew but well known for its soccer team.
www.afcb.co.uk/news/under-21s/boote-living-american-dream/ As mathanxiety says, eligible kids will have been on the radar for years, as they will be taking part in National and International competition.
The leagues, that DS' University (which is known for its academics rather than its sports) is in, require athletes to retain a certain grade point average, or face penalties. You can't just be a jock. They are always on the look out for PhD students wanting to be paid to provide support and tutoring. I thought it would be an interesting opportunity to meet different members of campus. He did not agree, and wound up doing some marking on the MBA programme instead.
On the references, the British tendency to understate talents and achievements is seen as a problem by London based US moms. Its fine with schools with experience of US admissions. But others are apparently inclined to use words like "quite", when an American might use "very". French applicants apparently have the same problem when applying to the UK, and I assume it might also apply to US applicants applying to, say, Oxbridge. The school needs to understand what the recruiters are looking for. Given US applications are complex, and competition for top schools is intense, this can be quite a learning curve.
But a disclaimer. The monied US community in London probably has more parallels with Manhattan and the East Coast, than it does much of the US. There are more than a thousand Universities in the US. Things vary immensely.