There's truth in your comment - and one only need look at how over the top people can be about their sports team to see it. Hopefully we can get beyond this for the important things.
Families, ethnicities, and even as you mentioned, universities and sports teams each respectively serve as a basis for a respective group identity.
People will never get past that, and should not.
It is fundamental to human psychology.
We define ourselves by how we are akin to one set of groups, and by how we are different from another set of groups.