They get competitive. Winning is their objective.
When I was going to school in China, I would participate in track and field events. I still remember the school slogan taught to the students at the meets: "Friendship is number on, competition is number two." I think that influence stuck with me to today. I play hard by giving my best when it comes to sports. However, I don't have problems accepting defeat. I don't like losing, but as long as I give it my best, that's good for me.
During team sporting events, you can pick out who the sore losers are by listening to the one who complains the most or watching a person who acts violently.
Friendship is number one for me when it comes to competition.