As someone who studied at Oxford, I can say that folks there rock their college(s) gear pretty much non-stop--the only difference being that Oxford athletics are not "branded" by Nike, Adidas, et al., and there are 30+ colleges, which compete in annual intra-college "cuppers" competition, so school spirit is divided by college and is not a university-wide dynamic. While we have Big Blue, there is no corresponding concept at the British schools, even though there are, technically, varsity "blues" in most major sports.
Also, to provide a subtext for this article, when I was Oxford the colleges started to charge fees (OH NOESSSS) ,which was met by pretty much universal disdain among UK students. Previously, tuition at Oxford, Cambridge, et al. was free to UK students. So there is a gastric discomfort, among some, with fees for university, which concept does not translate (at least to me).
Moreover, why is Michigan profiled in an article that references push-back on fees? Out of state tuition nowhere approaches the grotesque figures charged by some schools, and in-state tuition is a relative bargain.