This.
The other day, I had to establish an online account for paying one of my bills. I was chatting with an online Help person (who I didn't know from Jack) who was answering my questions about the account. I signed off by typing in "Thank you! Go UConn! (March Madness)". The Help person types back, "I love them! I've been a fan of theirs since I was in high school! I'll be rooting for them too!"
Now, this company is located somewhere in the Dallas area -- and the Help person could be remotely working from anywhere -- but it's just another example: People not only know about UConn, quite a few of them are fans.
PS -- I wear my UConn t-shirts out shopping, and people have smiled and stopped me in the grocery store to talk about UConn!