[[quoteright:350:[[OlympicGames http://static.tvtropes.org/pmwiki/pub/images/McKayla_is_not_a_happy_camper_8462.jpg]]]]
[[caption-width-right:350:[=McKayla=] Maroney has won the Silver. And look at how happy she is!]]

->''"Second place? That's a fancy word for losing!"''
-->-- '''Bender''', ''WesternAnimation/{{Futurama}}''

When people think Second Place Is For Losers, it basically means that if someone gets second place in a competition (that has more than two contestants), it's little better than coming in last. It doesn't matter if you've won a footrace with everyone on the planet, and bested 6,999,999,998 people. All that matters is you didn't beat the one.

Some athletes really do feel that way, coming so close and yet missing the mark. For example, one scientific study analyzed photographs of the facial expressions of many Olympians as they learned how they had placed. Gold was of course almost always ecstatic; Bronze medalists were happy to have medals at all, but a Silver winner usually showed disappointment or dejection at coming in second best. The usual exception was when this was the first time they had competed.

It does not help that in many sports, the presentation ceremony takes place immediately upon conclusion of the last match, so you can excuse the runner up for feeling sore at having lost about 10 minutes ago.

In a narrative sense, this can be used to give an {{Aesop}} about sportsmanship, or at can be used to squeeze some extra {{Angst}} from a character, especially if the second placing character was hoping to use the competition to impress a WellDoneSonGuy parent.

Please note that many leagues (especially youth leagues) consider it ''very'' bad sportsmanship.

This trope is the prime reason UnderdogsNeverLose.

'''Note this trope is only about characters getting second place, or at least placing highly enough to get a medal/trophy/etc., and then focusing on the fact that they still didn't win first. It's ''NOT'' about:'''
* A genuinely mediocre-to-poor showing.
* When there are ''actual'' consequences for getting second place, like not winning a certain prize that was the hero's main reason for entering, such as money to save their beloved school from closing.
* When a VideoGame requires you to win a competition to advance the story.
* When there really is [[AllOrNothing no prize for second place]].

Compare UnsportsmanlikeGloating, TheBGrade, LosingIsWorseThanDeath. If it happens all the time, it can become a case of AlwaysSecondBest.

Contrast TheRunnerUpTakesItAll, SecondPlaceIsForWinners.

Not to be confused with ToughActToFollow.


* Nike famously misread their target market with their advertising campaign featuring Andre Agassi that ran during the 1996 Summer [[OlympicGames Olympics]] in Atlanta with the tagline "You don't win silver, you lose gold." A huge backlash condemning the campaign for being against the Olympic spirit led to it being swiftly withdrawn and [[LetUsNeverSpeakOfThisAgain never mentioned again]].
* There is also this commercial for the new show "[[http://www.youtube.com/watch?NR=1&feature=endscreen&v=Lqt5trFI_bY Go On]]"

[[folder:{{Anime}} and {{Manga}}]]
* Happens in ''ParadiseKiss''. While the other members take it better, [[spoiler: winning the second prize in the SchoolFestival contest]] is the catalyst that sends George into a life crisis, believing he can't connect with the public (and thus achieve success as a fashion designer) without compromising his personal artistic vision. Yukari also takes it rather dramatically. [[spoiler: Angst ensues, they break up. It's not the only reason, but it sure creates a lot of drama.]]
* ''Manga/YuGiOh'': This is Seto Kaiba's outlook on life. He lost his ''Duel Monsters'' Champion title to Yugi and he didn't manage to defeat Yugi in a ''fair'' duel in the Duelist Kingdom. He creates the Battly City tournament to gather all Egyptian God Cards and to defeat Yugi in his tournament. However, Kaiba loses to Yugi in the semi-finals, so after the end of the Battle City, Kaiba blows up Alcatraz and the whole island to ''kill'' Yugi with his friends, but they escape. After Battle City, Kaiba loses his goal of becoming number one in favor of focusing on his Kaiba Land project.
* ''Anime/NeonGenesisEvangelion'' takes this trope to [[{{Deconstruction}} the logical extreme]]. Initially, when Shinji first surpasses Asuka's synch ratio, she's just pissed at him. Later, after being [[CantCatchUp curbstomped three times in a row with Shinji always scoring the kill instead of her]], she becomes extremely distraught, due to her past: she always prided herself on being the best so that she [[IWorkAlone won't need any kind of help from anyone]]. By not being the best anymore and her rival consistently having a stellar performance, she's afraid of being put to the sidelines and as a result, her synch ratio is plummeting; seeing this, she also becomes afraid that if she drops low enough, she will be relieved of her duties which to her would be equal to being publicly humiliated in the worst way possible for a human. And the best part in all of this? '''She knows what's wrong but her pride doesn't let her admit it to herself.'''
** Oh, it gets even ''better''. Right after her third defeat (technically second since she couldn't attack Leliel, much less harm it), she's sent into battle again, knowing that this is the last chance the NERV leadership is giving for her: if she screws up this time, it's game over. Not only she doesn't get a single shot off at Arael, '''she undergoes the TropeNamer for MindRape instead'''. And she gets saved by the person she hates the most. Next time she's sent up against Armisael, she can't even get her Eva to move anymore and is withdrawn; as an indirect result, Rei-II is killed by the Angel despite Shinji's intervention ("you didn't send him out for me... am I really that worthless?"). What do NERV does in this situation? Does they try to solve Asuka's psychological problems and cheer her up? [[ThereAreNoTherapists Noooo]], [[WeHaveReserves they send her into early retirement and fetch a replacement instead]].
* Invoked in {{Eyeshield 21}}. It's made clear that many of the teams have players who are on their last chance to make it to the finals, and none of them are content with being 2nd.
* In Manga/{{Bakuman}}, Mashiro and Takagi are crushed to learn that they got third place with "The World is All About Money And Intelligence," (losing to [[TheRival Eiji]] and someone else) even though it surpasses all their previous efforts, since it means they will not be able to submit it for serialization. Otherwise, this trope is largely averted with a few exceptions (mainly Iwase), as when the main characters are starting out and want to get up past ninth place, Miura tells them that rather than try desperate tactics to go up, they should maintain their ranking, as anything above 10th place will not come up for cancellation.
* ''TigerAndBunny'' has [[spoiler:[[TheAce Keith Goodman/Sky High]]]] struggling with this after [[spoiler:Barnaby Brooks Jr. takes his place as the highest ranking superhero]]. However, being the NiceGuy to end all {{Nice Guy}}s, he's not angry over no longer being the best so much as he's afraid that he can no longer live up to the expectations people have for him.
* Saber Tooth's guild master in ''Manga/FairyTail'' believes this to the point that the guild model is effectively "To be the strongest". To drive the point home, [[{{Jerkass}} he expels anyone who loses during the Grand Magic Games in the most humiliating way possible]].
* Ayaka, the protagonist of ''Manga/AnoKoNiKisuToShirayuriWo'', considers being second in the exams the ultimate dishonor and will work herself to death to repair this anomaly. Even when the n°1 is TheAce and almost had ''the maximum score'' minus 2 points. Yurine wishes nothing more than for Ayaka to best her though, and falls in love with her partly for this reason.
* In DragonBall Goku got second place at the 21st and the 22nd Martial Arts Tournaments. He was specially told by Master Roshi not to expect to win since he was still inexperience. Goku didn't care and went for the win and was visibly upset that he lost. The second time, he lost to Tien after having the bad luck of running into a truck. When Krillin tried to congratulate him Goku says, 'A lost is a lost'.

[[folder:Fan Fiction]]
* In ''Fanfic/MemoirsOfAMaster'', Oogway turned down Tai Lung as the Dragon Warrior, but he was planning to dub him Master of the Thousand Scrolls instead for his unprecedented feat mastering them. However, when Tai Lung began his rampage, it was obvious he would not have settled for that.

* Thoroughly subverted in ''SurfsUp''. [[spoiler: Big Z humorously calls Cody a "loser" because he didn't come in first, and Chicken Joe is shocked he won - he was just having fun and it isn't clear he even knew he was in a contest.]] During the entire film, all of the interviewed characters say that loser is as loser does, regardless of whether they come in first or not - save Tank of course.
-->[[spoiler: '''Cody:''' ''(amused)'' Well, I lost.]]
-->[[spoiler: '''Big Z:''' ''(amused)'' Yeah. Me, too. Come on, loser.]]
* In ''Disney/WreckItRalph'', all Vanellope has to do to be un-glitched is finish a race; it doesn't matter about her placement. Ralph acknowledges this, but she's insistent on winning, even though it puts her in more danger.
* Subverted in ''WesternAnimation/TheIncredibles'' at the end, when Dash (who has SuperSpeed and could win extremely easily) deliberately takes second place in a race to maintain the {{masquerade}}.
* In Disney's Disney/{{Hercules}}, Phil's training song talks about wanting a more successful protege. [[PainfulRhyme "The kind who wins trophies, won't settle for low-phies, at least semi-pro-phies, but no!]] [[VisualPun I get the greenhorn!"]] As he sings, Phil receives AmusingInjuries after polishing an old trophy a student won for 11th place.
* In ''[[Film/TheKarateKid The Karate Kid Part II]]'', the bully from the last film seemed to be okay with his 2nd place trophy, but his teacher wasn't. In fact, that teacher smashes the trophy and physically attacks his student so viciously that Mr. Miyagi has to step in and teach the sensei some manners.
* Mentioned in ''Film/TopGun'', although it's a marginal case. On the one hand, only top-performing crews are selected to compete, so just ''going'' is an achievement in itself, making the line "There are no points for second place" ring a little hollow. But on the other, it is combat training, and second place in a real firefight means you're either hors de combat or dead - in which case the afforementioned line is a simple statement of fact.
* Also subverted in ''Film/BringItOn''. After all the crazy stuff they went through, it was a miracle they did as well as they did.
* Famously subverted in ''Film/{{Rocky}}'', although the sequels tilt toward it.
* In ''Film/{{Gattaca}}'', the (wheelchair-bound) Jerome is like this:
-->'''Vincent:''' (looking at a medal) That's very nice.
-->'''Jerome:''' Are you colorblind, too? It's silver. Jerome Morrow was never meant to be second place.
** This trope is the reason Jerome's in the wheelchair in the first place. He ''tried to kill himself'' by stepping out into traffic because he got second place in a professional swimming competition. It's implied that he couldn't deal with not coming in first because of the movie's society maintaining that those with superior genes (like Jerome's) are supposed to be perfect.
* Robert De Niro's character in the movie ''[[MeetTheParents Meet the Fockers]]'' reacts this way to Greg's parents keeping all of his awards even though he never placed very high, derisively saying that he doesn't want to encourage mediocrity in his own family.
* Played with in ''The Wild One'': one of Johnny's gang steals the second-place trophy from a local motorcycle race and gives it to him; Johnny complains, "Why didn't you steal first?" "It was too big." Johnny displays the trophy prominently on his bike.
* ''Film/TalladegaNightsTheBalladOfRickyBobby'' "If you ain't first, you're last." Ricky Bobby bases his entire life on this one phrase his father told him, and earnestly believes it to the point that he can't deal with the idea of someone being better than him. He has a nervous breakdown when he wrecks in his first race against Jean Girard and needs training just to know how to go fast again.
** [[spoiler: Subverted later on in the movie when Ricky's Dad says "Oh hell, Son, I was high that day. That doesn't make any sense at all, you can be second, third, fourth... hell you can even be fifth."]]
* The coach of the [[OpposingSportsTeam Hawks]] in the first ''[[Film/TheMightyDucks Mighty Ducks]]'' movie gazes at the one second-place banner in a long-row of first-place banners and remarks, "I sure wish they'd take that one down." Apparently, being perceived as not even making the top 3 or 4 teams that year is better than getting second.
** It's easier to overlook a missing year than it is to overlook a lone yellow banner in a sea of black first-place finishes, especially as it is standard practice to place all banners next to each other in the rafters (meaning there wouldn't be a physical gap where 1973 would have been).
* Averted in ''FiredUp'', in which a perpetually losing squad [[spoiler: ends up thirteenth in a tournament, but the captain feels it's an accomplishment, because it's ten places better than the previous year.]]
* ''Film/TheSocialNetwork'' has the race where the Winklevoss twins, as well as the rest of the Harvard rowing team, lose against the opposition and place 2nd. They are clearly displeased about it, and it becomes a ComplimentBackfire when Prince Albert says repeatedly how he "never saw a race ''so close!''"
* Dylan Chu's father in ''AkeelahAndTheBee'' makes it clear that to him, getting 2nd for the 3rd time in this spelling bee will make him "2nd your whole life!"
* ''GlengarryGlenRoss'', both the film and play, deal with a struggling real estate sales agency. The head office sends a big shot who flaunts his wealth and success while describing a change to the ongoing sales contest. First prize, as before, is a Cadillac. Second is a set of steak knives. Third is you're fired. By the way, there are ''four'' salesmen in the agency. [[http://www.youtube.com/watch?v=xKzMd328bMw The scene can be seen here]] (warning, profanity). It is well worth watching simply for its amazing cast.
* Miranda Frost in ''Film/DieAnotherDay'' betrayed her country solely because she got a silver medal in the Olympics, and the villain of the movie offered to make it look like the gold winner cheated.
* This is the primary motivation for Eddie Felson throughout ''Film/TheHustler'' -- it's not enough that he's already a great pool player, he ''must'' defeat Minnesota Fats and have Fats acknowledge him as the best.

* In the ''Series/RedDwarf'' novel ''Better Than Life'', a scene in Rimmer's childhood shows him nearly winning a race before another boy trips him up, and we're told his father's favourite phrase is "Winning isn't everything, but losing is nothing". But then we're shown Ace Rimmer in the same sports day, and he ''throws'' the race, because he realises another boy really ''needs'' to win it. While his mother stares in disbelief, he thinks "After all, losing is nothing."
* Nanny Ogg in the Literature/{{Discworld}} series is perfectly aware of this, and prefers to come in second, because if you come in first, people are constantly trying to beat you and you're under pressure to keep coming in first. She likes coming second, because it's the runner-up that people pat on the back and say "It was a good try" and buy drinks for.
* Subverted in the Creator/KimNewman short story "The Germans Won", in which an alternative version of UsefulNotes/JohnMajor lives life as a humble bus conductor.[[note]]The real John Major actually applied for a job as a bus conductor, but failed the exam, and went into politics instead.[[/note]] During an argument about the World Cup, one of the characters brings up this trope in relation to Britain and how they always come second at everything and how that makes them losers. The normally shy Major finds himself moved to argue this point with surprising passion:
--> "You're wrong, Jeffrey. There's nothing wrong with losing in a final. Being Second Best In The World means something. There's nothing wrong with being top of League Division Two. There's nothing wrong with being honestly Second-rate."\\
"Show me a good loser, John, and I'll show you a loser."\\
"Results don't matter, Jeffrey," said John. "Playing the game does. Life isn't results. When you die, they don't calculate your goal average and judge whether you should be promoted or relegated. Life is the game, the process of the game, moment to moment. If you do your best, no one can blame you. If you play fair, no one can argue with you. Better a successful dustbinman than a wash-out field marshall."
* Subverted in ''Bill's New Frock'' by Anne Fine. During a race in gym class, all the other kids agree that they will let a disabled boy win, but because of this trope Bill can't bear to come second and so he speeds up and wins. However, the disabled boy is ''thrilled'' with second place because it's the best performance he has ever made in the class.
* "No Second Place Winner" by Bill Jordan, a Border Patrolman and Marine during WorldWarII. The book covers that in gunfights, very often there is no second place, you win or die. The idea for the title comes from a man getting second place at a gun tournament, then being told that, in essence, "At least you got second". The response was, "I wouldn't wish second place on my worst enemy."
* In one ''Literature/TheAmazingDaysOfAbbyHayes,'' [[ItsAllAboutMe Brianna]] gets the second-most-important role of Wendy in a school production of ''PeterPan,'' but isn't satisfied because she didn't get the title role.

[[folder:Live Action TV]]
* It's a theme in the second season of ''SportsNight''. An athlete sets a new world record during a long jump competition; five minutes later, another athlete breaks this new record and wins the gold. Dan tells his therapist that no one will ever remember the first guy because he lost.
* Several people who came in second for reality TV shows such as ''Series/{{Survivor}}'' and the American ''BigBrother'' have acted like they lost the game because they didn't win.
** Notably averted on ''Series/TheAmazingRace'', where second place teams rarely ever take it badly. Of course, there is the occasional racer like Boston Rob who accuses the producers of fixing the race against him. But then, considering what other [[Series/{{Survivor}} reality show he finished second on...]]
*** When RealityTV contestants go on a show after they get kicked off/voted out etc. (like doing an appearance on ''Creator/DavidLetterman'' or ''Series/{{Today}}'') they'll have all of the losing contestants...until the GrandFinale where the winner is announced. Then they'll only have the winner on, never mind the 2nd place (and possibly 3rd & 4th) who were established during the same show.
** In ''Series/{{Survivor}}'', Russell Hantz won second place in ''Samoa'', then third in ''Heroes vs. Villains''. After ''Samoa'', he acted like he was slapped in the face and practically ''murdered'' when he came in second out of ''twenty'' people, then third out of ''twenty people'', all of which were former players and several of which were considered the ''best''. however when he won the Sprint player of the year award, he ''immediately'' begun the typical Victory dance in ''Heroes vs. Villains''.
** Russell basically acted like a terrible sport in Heroes vs. Villains. Instead of congratulating Sandra in not angering potential votes, Russell began to attack the game ''itself'' saying that it was "Flawed" if someone who played differently than him could ''win'', and immediately proposing an alternative rule(set) that would most ''definitely'' favour ''him''. Basically, he came across as someone who played the game well and deserved more recognition from the fellow players...or a ''terrible'' sport who needs to learn that the game is ''not'' just played his way.
* MightyMorphinPowerRangers has it's famous ''Green With Evil'' storyline that introduced the very first SixthRanger. It begins with Jason facing Tommy, a new kid in town, in a martial arts contest which ultimately ends in a tie. As Jason returns to his friends, the first words that come out of his mouth are "I didn't win." Granted, he doesn't dwell on it anymore after this one moment, but it's still an odd thing for a character like Jason to be concerned about.
* Played with on ''Series/StarTrekDeepSpaceNine'': Bashir was second in his class, and outwardly kicked himself for the simple blunder on the test that caused him to be such. However, he reveals shortly that's it's part of how he comes on to girls. Plus after the RetCon about his "enhancements," it may be that he deliberately made the mistake as to keep his cover.
** Even before the reveal, its lampshaded that a preganglionic fiber and a postganglionic nerve are nothing alike and a student of his caliber couldn't have mistaken them, suggesting some motive or psychology for throwing the test.
* On ''DanceMoms'', Abby Lee Miller likes to remind the girls that "Second place is the first one to lose".
* On ''Series/{{Glee}}'', it's considered a failure if a show choir does not come in first place at Nationals. It doesn't matter how highly they did place, or that competition is not the focus of show choir; if they don't place at the very top, they might as well be at the bottom.
* Normally averted on ''[[Series/RuPaulsDragRace RuPaul's Drag Race]]'', where simply appearing on the show is enough to grant a DragQueen superstar status in the gay community and nightclub circuit. However, Season 4 runner-up Chad Michaels did little to hide her disappointment at losing to Sharon Needles. When Chad reappeared on ''All Stars'', she joked that Sharon was "borrowing" her crown and the other queens commented that she seemed to be still sore about losing. She would go on to win the ''All Stars'' season, but a ConspiracyTheory is that [=RuPaul=] only conceived of it in the first place as a ConsolationPrize for Chad.

* Lamented in Alabama's song "[[http://www.youtube.com/watch?v=CICwZ01bT3w I'm In A Hurry (And Don't Know Why)]]" in the bridge:
-->Oh, I hear a voice...
-->That says I'm running behind; I better pick up my pace.
-->It's a race, and there ain't no room for someone in second place!
* The ''Film/TopGun'' line "No points for second best" is used in the Cheap Trick song "Mighty Wings." Which happens to be in the movie's soundtrack.

* Discussed in one of the callouts for ''Pinball/NoFearDangerousSports''
-->'''Skull:''' "Second place is the First Loser!"

[[folder:Stand-Up Comedy]]
* Jerry Seinfeld has [[http://www.youtube.com/watch?v=xK9rbwM3omA a bit]] that perfectly illustrates this trope.

[[folder:Video Games]]
* Related to this: ''KatamariDamacy'' has [[SpiritedCompetitor Royal Second Cousin Miki]], who always tries to at least make the top three but tends to end up around sixth place.
** Also featured in the story of ''We Love Katamari''. As a child, The King of All Cosmos took second place in a boxing tournament - while walking home, his father pitches the silver trophy in the river to the King's dismay. [[spoiler: Later, the King and his father get in a fight - when the King goes to apologize, he sees his father looking at the silver trophy, and realises that his father must have fished it out of the river.]] This may also explain the King's attitude towards the player if he turns in a small katamari.
-->'''The King Of All Cosmos''': "If We were doing it, it would be much, much bigger."
-->'''The King Of All Cosmos''': "Is this all you want out of life? Mediocrity?"
* In one mission in ''EliteBeatAgents'', you are trying to get a runner with a cold back to health in order to win the big race. Depending on how well you do, he reacts with roughly equal enthusiasm to winning Gold or Silver, but is very distraught to have only won 3rd, even if that is pretty good for someone who just got over a cold.
* In the ''HarvestMoon'' and ''RuneFactory'' series, winning a contest gets you high praise and affection from the other villagers. Don't win, even finishing in second, and everyone (even your spouse, if present) reacts in the same "You lost? You suck!" manner, whether it was second place or dead last.
* ''VideoGame/{{Battlefield 3}}'' includes an achievement called "First Loser" for having the second highest point total in the match. Although this goes against a theme of the ''VideoGame/{{Battlefield}}'' series, which usually rewards teamwork and downplays individual skill. Also, get this achievement if you are the best player on the ''winning team'' but were bested by someone on the losers.
* In ''VideoGame/TalesOfGraces'', this is what prompted Hubert to grow from whiny crybaby to freaking general badass.
* In the [[RacingMinigame racing minigames]] from ''SuperMarioGalaxy'' and ''SuperMarioGalaxy2'', Mario must beat all the [=NPCs=] in a race first to obtain the Power Star. If he falls in second or below, then [[DrivenToSuicide he will lose a life]].
* ''VideoGame/TheAdventuresOfWillyBeamish'' actually averts this. The Tootsweet Frog Jump is considered a big deal where Horny ''must'' beat Turbofrog, but you can keep going in the game if you only make second place, as you still win enough money to enter the Nintari championship, plus the jet-ski you need [[spoiler:to reach Humpford Manor]].
* In ''R4: VideoGame/RidgeRacer Type 4'', the first two races require a 3rd place finish or better, the next two require 2nd or better, and the final four require first-place finishes. In the races where you can qualify without getting first, doing so will result in some pretty upset comments from your crew. (Failing to qualify will just take you to a retry/quit screen with no commentary.)
* At the end of ''VideoGame/PokemonRedAndBlue'', Professor Oak gives Blue a speech on how disappointed he is in him, and how he needs to learn to treat Pokémon well like Red does, almost completely ignoring how Blue's methods got him past all the gyms and the Elite Four, and he'd still be Kanto's champion if Red hadn't shown up.
** Given that Blue is a complete asshole who lost to Red every time they met, there's definitely ''something'' wrong with both his technique and him as a person.
* In ''The Fast And The Furious'' (PS2) you can only fight against other car. Since there is always only one other car you race against this means that ending second place will always be a failure.

[[folder:Web Comics]]
* ''WebComic/{{Precocious}}'': Check out the trophy stand and alt-text in [[http://www.precociouscomic.com/archive/comic/2010/09/18 this comic]] - poor, poor Roddy.

[[folder:Web Original]]
* One of the anecdotes on ''Website/ActsOfGord'' deals with a fighting game tournament Gord ran, in which first prize was a set of expensive game controllers and $20, second prize was a can of Coke and an autographed photo of himself and third prize was $20. The author of the website justifies this by saying, "The Gord likes to remind people that second place is just the first loser."
* A ''Film/{{Downfall}}'' [[http://www.youtube.com/watch?v=DnYDXxjOKCM parody video]] showing WorldOfWarcraft guild SK Gaming reacting to their rival Nihilum getting the World First defeat of the Eredar Twins in Sunwell Plateau has Hitler/bds yelling "Shut up Mackelina you faggot! Second place is for fucking losers".

[[folder:Western Animation]]
* {{Archer}} mocks Ray for winning bronze in Olympic Slalom, saying that he lost, while Ray argues that third in the world is hardly the same as losing. Then, when Archer walks away, he starts crying, admitting it was a huge disappointment.
* Subverted in ''KingOfTheHill''. Hank doesn't win a shooting competition, and his [[WellDoneSonGuy dad won a bet he wouldn't]]. Then Bobby walks up and says, "Wow, Dad. Second place in a ''real competition''." It's worth noting that Hank was established throughout the episode as being a really crummy shot to begin with, and was only worried about letting his own son down.
** Happens in a later episode where Bobby takes to growing roses and fails in a florist competition. He's disappointed and depressed about it, but shocked when he sees Hank (who he actively hid his roses from in the beginning) planting his flowers in the garden. When Bobby asks why he'd do this even if he didn't win, Hank explains, "Well, the Cowboys don't win every game, but I still cheer them on year after year."
* ''WesternAnimation/BatmanBeyond'' had an episode where, after scoring second highest on an exam, one character was told by his mother that that makes him "the winning loser." Said boy then strikes a vendetta against the top scorer, who happens to be Batman's best friend.
** To point out how ridiculously high the standards of the guy's mom were, he got 2397 out of 2400. The only person above him got a perfect score.
-->'''Mom:''' Almost doesn't get you anywhere in life. [[TheBGrade Almost gets you almost]].
* ''[[{{Peanuts}} You're a Good Man, Charlie Brown]]'' shows Charlie Brown coming in second in the spelling bee and the rest of the kids giving him hell for it.
** In ''ABoyNamedCharlieBrown'', Charlie Brown is a competitor in the National Spelling Bee Championship and ends up second and feels like a miserable failure. However, this is FridgeLogic considering that while misspelling a relatively easy word like "beagle" is embarrassing (especially when his pet Snoopy is one), the fact remains that Charlie Brown beat out almost all the top contenders in the entire country and that surely should count for something.
*** [[TheChewToy It would have counted for anyone but Charlie Brown]].
* Mocked in ''TheSimpsons'', where the Olympics commissioner reaffirms the purpose of the Games: "giving out medals of beautiful gold, so-so silver, and shameful bronze."
** Also in "Lisa's Rival" when she considers her predicament:
-->'''Lisa''': Hey, I am above average! So what if Alison's ahead of me? There's no shame in being second.
-->'''[[ImagineSpot Announcer]]''': And now, Avis Rent-A-Car is proud to present the [[AlwaysSecondBest second best band in America]]. Will you welcome {{Garfunkel}}, Messina, Oates, and Lisa singing their number two hit, "Born to Runner-up". [Audience boos]
-->'''[[LampshadeHanging Lisa]]''': [[FridgeLogic Why would they come to our concert just to boo us?]]
** Inverted in ''I'm Spelling As Fast As I Can''. Lisa gets second place in the Spellympics and is hailed as a winner in Springfield - after all, second place makes her "the biggest winner this town's ever produced". Heck, because she lost honorably instead of taking a bribe to take a dive, they fashion a sign that says: "2 good 2 be #1."
* An episode of ''WesternAnimation/CourageTheCowardlyDog'' had [[CatsAreMean Katz]] attempting revenge on Muriel because he always came in second to her in Nowhere's cooking contests.
-->'''Katz (''Receiving 2nd place trophy''):''' Sad, isn't it?
* Played with on ''WesternAnimation/TheWeekenders''. Tino got 3rd place in a horseshoes competition, during a weekend sports meet, which he was pretty proud of, considering he took up the sport that weekend. His friends didn't see what the big deal was, since he didn't win. Probably had to do with the fact that they all won their competitions.
* In an episode of ''{{WesternAnimation/Futurama}}'', Bender enters Zoidberg in a pet show. When Zoidberg wins second place, Bender says the page quote.
* Applejack of ''WesternAnimation/MyLittlePonyFriendshipIsMagic'' is rather devastated during "The Last Roundup" when she fails to bring home first place in the rodeo championship, and the prize money to help fix town hall. Not helped by the fact that she had won the Ponyville rodeo ten times in a row but couldn't succeed when she tried to compete in Canterlot.
-->'''Applejack:''' "Don't you get it? There's every color of ribbon down there. Every color... but... blue."
** This is Rainbow Dash's general attitude, considering her cutiemark appeared when she was winning her first race.
** In "[[Recap/MyLittlePonyFriendshipIsMagicS3E7WonderboltsAcademy Wonderbolts Academy]]", Rainbow Dash meets a fellow pegasus who believes this even more than she does...leading to the episode casting ''her'' as the voice of reason by comparison.
* ''WesternAnimation/AmericanDad'' shows Stan Smith as a living embodiment of the trope. Stan believes that when it comes to sports, you either win or you're just a pathetic loser. The episode "Every Which Way But Lose" has Stan constantly belittling his son, Steve, for not coming in 1st place in any sport. When Steve teams up with Roger and beats Stan's team in a football game, Stan takes the loss so badly that he almost commits suicide, believing he would rather die than to live life with a loss on his record.
** Also played with in an episode where Stan goes with Francine to her high school reunion, happy that he's married to the homecoming queen. Francine points out that she only won by one vote, and the runner-up had gone on to be fat, unnattractive, and miserable since (she left the prom to eat at a Dunkin Donuts). But when the ballot box is shown, two uncounted votes for the runner-up are discovered. Francine happily gives her tiarra to her, while Stan is unhappy to learn that he didn't marry the homecoming queen after all.
* ''WesternAnimation/CampLazlo'' subverted, Lazlo's team finished in the middle of the pack, while Edward got first. But their 2nd place trophy was bigger than Edward 1st place, even Chip and Skip who got last place have a bigger trophy than Edward.
* ''WesternAnimation/UncleGrandpa'' has Priscilla Jones, who got second-place in the science fair when she was a little girl because Uncle Grandpa accidentily chipped it, and instead of helping her fix it, took her on an adventure involving playing hackey-sack with Martians. Her reaction? [[spoiler:She lost it and vowed to take Uncle Grandpa's job, taking on the alter ego "Aunt Grandma".]]

[[folder:Real Life]]
* The unfortunate tendency for sports teams who [[EveryYearTheyFizzleOut keep getting to the championships and losing]] to be treated as failures, when in fact they must be pretty good to make it there so many times.
** The Buffalo Bills made it to the SuperBowl four straight years, only to lose all four times. Instead of being thought of as a team that dominated the American Conference by winning it four straight times, they're thought of as chokers.
** 2007 New England Patriots were undefeated in regular season play and were expected to win the championship. Analysts were calling them the greatest team of all time. Then they lost to the New York Giants in the Super Bowl and suddenly an 18-1 season just wasn't good enough to be the best.
* People who compete in the OlympicGames. ''Any'' people who compete in ''any'' Olympics. They spend every day of their adult life training for one event, then get chosen to represent their entire country in a world-wide sporting event. Then all they manage to do is get a Silver medal. LOSERS.
** However, bronze medalists are said to be happier with their lot than Olympic silver medalists: A bronze medalist was close to not medalling at all, while the silver medalist ''could have had gold''.
** Specifically to the tournament games (most team sports like hockey, curling, basketball, etc.) in the Olympics. If you get Bronze, that means you won the match for third place. But if you get Silver, that means you ''lost'' the match for Gold. Bronze winners are also given at least either some hours or a day or two before the official medal ceremony, which is held mere moments after the Gold/Silver game, giving the Silver "losers" no time to reflect on how well they've done overall. It's no wonder many Silver teams look depressed on the podium, seeing how they just lost 10 minutes ago.
*** Averted by the Croatian basketball team in 1992; they talked about how happy they were to be winning silver ''before the gold medal game was even played''. They were going up against the DreamTeam led by MichaelJordan, Magic Johnson, and Larry Bird, and had no illusions about winning.
** The 1972 United States Olympic basketball team still has not accepted their silver medals, as they contend the officials in the gold-medal game against the Soviet Union robbed them; the medals remain in a Swiss vault. They don't intend to do so any time soon: one player has even written into his will that his relatives are ''forbidden'' from accepting the medal on his behalf when he dies.
** A great {{aver|ted}}sion is the 2008 Summer Olympics and the Men's 100m sprint in track and field, which was dominated by Usain Bolt (who got a world record at 9.69s effortlessly). But the silver medalist, Walter Dix of Trinidad and Tobago, acted like ''he'' won the gold after edging American bronze medalist Rudy Gay. Even Gay didn't look very heartbroken.
** American gymnast [=McKayla=] Maroney has been gracious in her public comments, saying that she is grateful and appreciative of her silver medal in the vault despite being an overwhelming favorite for gold. Still, her face on the medal stand provides the picture for this trope as well as launching a meme (which, to her credit, she's had fun with) -- and, given that she ''would'' have won if she'd not sat down her second vault, it's difficult to blame her for kicking herself.
** Hilariously, after failing to defend his title and finishing second in the men's individual figure skating at the Vancouver Olympics, Evgeni Plushenko [[http://www.huffingtonpost.com/2010/02/22/evgeni-plushenkos-platinu_n_472590.html initially displayed a ''platinum medal'' on the splash page of his website]], instead of the silver he won. When the media picked up on this, the page was quickly edited to show the silver medal.
** There was significant media controversy in the Australia during the London Olympics centered around this attitude being incredibly prevalent towards the Australian swimming team, to the point where conflict around the long-standing tendency for this trope to be employed towards the team overshadowed the Olympics themselves for the first several days of competition, particularly Emily Seebohm all but bursting into tears in an interview after placing second in 100m backstroke because she thought she'd disappointed everyone, which many thought exposed just how much pressure the sporting culture places on athletes and how much backlash they really do have to fear if they take home anything other than gold.
*** Todd Sampson summed it up on ''TheGruenTransfer'': "We like to think we're a sport-mad nation. The truth is, we're a winning-mad nation."
* Not just in the Olympics. The presentation in many sporting events takes places immediately after the end of the Final/Championship match/decider.. So the loser has smile gracefully and see his/her opponent take the crown, that could have been theirs. This is especially difficult if the match was a close one.
** In sports like Cricket and Soccer, where the World Cup takes place after four years, the runner up players might never have a chance to win again in their careers, because who knows what will be the condition of their team and\or themselves until the next tournament.
* The Brooklyn Dodgers were called "Dem Bums" in part because they would repeatedly win a league pennant before losing the World Series after, mostly against the Yankees. The Dodgers would finally win the World Series in 1955 before losing again in 1956 and moving to Los Angeles a few years later.
* Similar to the Yankees, if a Canadian national hockey team doesn't win a tournament they're playing in, it's deemed a failure. If enough of the various tournaments (IIHF Junior, Men's/Women's Olympic, World Cup) are lost in a row, a national discussion on whether we're "losing our game" ensues. The fact that on the {{NHL}} side of things it's been 20 years since a Canadian team has one the Stanley Cup doesn't help; the national teams are suppose to bring redemption for the Canada's "NHL failures". Doesn't mean the wins aren't [[http://www.youtube.com/watch?v=PuJH2WXJGHI appreciated.]]
** The irony of this situation is that even now, when players come from all over the world to play hockey in the NHL, the league is still slightly over 50% Canadian. In short, even when American teams win in the NHL, Canada still technically wins because as often as not, more than half of the players on the winning team are Canadian.
* Dale Earnhardt was often quoted saying "Second place is just the first loser".
** A slogan which appears on various T-shirts, and may have been adapted for ''Film/TalladegaNightsTheBalladOfRickyBobby''.
** A popular saying among NASCAR fans is that "No one remembers who finished second in the Daytona 500". Which is ironic given that one of things Earnhardt is remembered for is finishing second in the Daytona 500 over and over and over...
** Cale Yarborough had said "If he crowded me on the track it would be ok but when they ran us down we lost it". Basically the racing driver's way of saying "I don't like being shoved out and crashing but I really hate being outrun and finishing second".
* For three seasons (2011, 2012, and 2013) NASCAR season, driver Martin Truex Jr. finished more closest to first than every other driver in NASCAR by coming in ''second'' in race after race after race after race. Rather than this consistent performance being rightly seen as a mark of a highly skilled driver, pretty much all of NASCAR (including Truex ''and'' his fans) consider him "underperforming".
* UCLA Bruins football coach Red Sanders and, more famously, Green Bay Packers coach Vince Lombardi, are both known for saying that ''"Winning isn't everything; it's the only thing."''
* In Liga MX, the top-level Mexican soccer league, the "Cruz Azul" club is infamous for almost always making it to the grand final but rarely winning the championship, the team got the nickname "regala campeonatos", it doesn't help that for some reason, the team (usually, though not always) performs poorly and well under the level they displayed on the rest of the championship.
* The Bayer Leverkusen squad which finished second in in all three of the Bundesliga, UEFA Champions League and the domestic German cup in the same season was nicknamed "Neverkusen" by the media, even though it was probably the best season in the whole history of the team.
* One of tennis star Serena Williams' more famous quotes; "At the end of the day, if you aren't first, you're last."
* A common joke relates to this: "If you're out hiking with a friend and you encounter a bear, don't worry about out-running the bear, just outrun your friend."
* This can commonly apply to students who score 99 out of a possible 100 on a test (or miss only one problem in general).
* The 2013 [[IndyCar Indianapolis 500]] was Carlos Munoz's first ever and his first time in an Indycar race (Indy Lights notwithstanding), yet he managed to finish second behind Tony Kanaan. Most people would have been thrilled with this result, but he was disappointed with himself for not winning.
* Buzz Aldrin was described by Michael Collins as letting his disappointment at not being First on the moon, to cause him not to appreciate being second. The other 10 men for the most part are just happy they got to walk on the moon.
* Every Soccer player dreams of winning TheWorldCup. What every players does **not** want? Losing a World Cup final. Indeed, for most, a defeat in earlier rounds is easier to accept than a final defeat. Even though getting to the Final is an accomplishment in itself.
* Actors are subject to this due to the simple fact that for any one particular role, by definition only one person can fill it[[note]] although [[Creator/MaryKateAndAshleyOlsen in the case of infant and child actors]], [[TwinSwitch twins are often hired for one role]] to get around child labor restrictions and to have a backup in case one child is ill or cranky[[/note]]. Recognizing this fact (and the corollary that rejection doesn't mean a total lack of skill) is necessary for a performer to avoid being ground down by the many noes they receive for each yes.
* When Denmark lost the final of the 2011 handball world championships, the Danish star player Mikkel Hansen quickly took off his silver medal. The story goes that he tossed it into Řresund[[note]]the world Championships in 2011 took place in Sweden, and Denmark played almost every game in Malmö, which is linked to Copenhagen by bridge[[/note]]. He also took it off after the lost final in 2013, and put it under his tracksuit after the loss at the european championships in 2014. Hansen does not like silver medals.