SPIFL refers to cases when, for instance, the one who comes in second feels crummier than the one who finished third because the second-place guy was so close to finishing first. LIWTD applies where anything other than first is unacceptable (admittedly, if it's a head-to-head matchup with only one non-winner, the only way to not win is to finish second).
SPIFL occurs after the contest in question is run, while LIWTD usually shows up before it (whether before the end of the contest or even before it starts). Consequently, SPIFL tends to stand on its own in the story ("I finished second - this sucks"); LIWTD tends to spur further actions ("I can't finish second, so I will do this extreme action to avoid it").
SPIFL covers cases where, objectively, the worst thing that happens to someone who finishes second is that he doesn't win. LIWTD, on the other hand, allows cases where losing entails a bad consequence beyond the match itself (e.g., dying by an opponent's sword for someone who believes it is Better to Die Than Be Killed).
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In one Nike commercial, a high school that enjoys "a rich tradition in the sporting arena" had a pretty bad run last year. Thus, some changes were made to the faculty - hiring current pros to coach the teams and teach actual classes. "You know sucks more than training? Losing. You know what sucks more than losing?" "...Nothing?" "Nothing."
Anime and Manga
Akagi: In the beginning of the Washizu arc, Akagi is blackmailed into losing a dice game or face death, although he doesn't cave in and chooses to win.
It doesn't sound like much, but keep in mind Akagi is doing this after taking a katana to the shoulder.
Pulp Fiction: Butch Coolidge ends up getting a hit taken out on him for refusing to take a fall in a rigged boxing match. Although this may have had less to do with pride, and more to do with him having taken the money he was paid to lose on purpose, and betting it on himself to win for a retirement-worthy payoff.
In Snatch, Mickey the Traveller boxer will not take a dive, even when very explicitly and very credibly threatened with death. Subverted in two different ways. First, it's not honor, he's working his own angle. And second, Bricktop's retribution for the first non-dive turns out to be more brutal than he bargained for.
Varsity Blues: Sam Moxon makes his son think that winning a football game takes precedence over the relationship with his troubled son.