Keystone Sports expands placement expertise with Aspire USA merger
Oslo, Norway - September 16th 2025
Keystone Sports has announced the strategic acquisition of athletic placement specialists Aspire USA. Founder Holly Cram and Aspire USA has integrated into the Keystone Sports' organization, as of September 9th. The partnership strengthens Keystone Sports' reach in helping student-athletes, while preserving Aspire USA's distinctive individualized service for students.
Former UK field hockey player Holly Cram founded Aspire USA in 2017, and has gone on to successfully raise $40,405,000 in scholarships for students, with a track record of Ivy League placements.
The company has also earned a strong reputation in field hockey, lacrosse and rugby placements in the UK, with 53% of placements at the top 50 universities.
Kim Moe Krohn, VP at Keystone Sports, said: “Holly is a big signing for Keystone Sports, and I’m delighted to welcome her and Aspire USA student-athletes into our community. Holly’s unique insights, especially her experience guiding student-athletes into Ivy League programs, bring real value to our network.
"This merger also reflects the hard work of several team members who made it possible, and I want to thank everyone involved. Together, we’re expanding opportunities for athletes across Europe while keeping the personalized approach that families value most. For Aspire USA athletes, we’re excited to connect you with the community and opportunities we’ve been building for many years. We want you to benefit from those as we assist you throughout your college journey.”
Through joining forces, Keystone Sports and Aspire USA will give more opportunities to student-athletes to showcase their talents, and more access to U.S. coaches and college programs.
Holly Cram, founder of Aspire USA, said: “Merging Aspire with Keystone was a no-brainer. This next step in Aspire USA's evolution allows us to maintain our small agency ethos whilst being able to utilise world class resources, platforms and a team of experts at every stage at Keystone.
"Given the competitive nature of the scholarship landscape in the US, I believe this give our current and future clients the edge and allows me to do what I do best, placing student-athletes on top scholarships. I'm genuinely thrilled and for this opportunity and would like to thank Keystone for their trust in Aspire, I’m excited for what the future will bring.”
Aspire USA
Founded in 2017, Aspire USA specializes in placing international student-athletes from the UK at U.S. colleges and universities, with particular expertise in field hockey, lacrosse and rugby. The company has raised over $40 million in scholarships. Aspire USA focuses on finding the right academic and athletic fit for each student-athlete and on building long-term relationships with families and coaches.
Keystone Sports
Keystone Sports is Europe's leading college sport placement company, with a network spanning multiple countries and sports. The company has placed over 15,000 student-athletes and secured more than $911 million in scholarships for international students pursuing collegiate athletics in the U.S and Canada.