You'd be shocked. Smaller companies (than the NCAA) have (sucessfully) sued smaller websites for smaller usages of copyrighted materials.
U.S. Copyright Law is fairly straightforward - except for fair use exceptions (which allow us to cite rule references in discussions here), you cannot simply someone else's materials without permission - even if said material is freely available somewhere else.
As an example, if I create an image for my website (not even a logo), and you post it on yours, you have infringed my copyright.
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"To win the game is great. To play the game is greater. But to love the game is the greatest of all."
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