Fool me once, shame on you.

Fool me twice, shame on the Indiana Hoosiers.

According to reports, Indiana basketball coach Kelvin Sampson and his staff violated telephone recruiting restrictions imposed because of his previous violations at Oklahoma, then lied about it to the school and NCAA investigators, the NCAA said Wednesday.

Sampson is no stranger to controversy as the NCAA discovered that during his tenure at Oklahoma, he and his staff made more than 550 illegal phone calls to 17 different recruits.

Sampson was  banned from calling recruits and making off-campus visits for a year before he even coached his first game for the Hoosiers.

Despite this black eye, Indiana University decided to keep Sampson, likely because they felt wins were more important than ethics.

And since they are 20-3 this season and have one of the nation’s best freshman in Eric Gordon, it will likely take much more than a lie or two to get Sampson from the sideline.