Generally, it's been the case of "17% of your students are athletes, but 33% of the recipients of this grant are athletes", or something along those lines. For many, it was a grant targeting Canadians, but most of their Canadian students were athletes. Plattsburgh has a blanket "International Student" grant program, but they get away with it because their admissions department recruits heavily in Canada and Southeast Asia.
...but then there's Neumann, where it was 108 of 109 grants going to athletes, despite 11% of students being athletes.