I feel that win/loss and sportmanship kind of assumes an antagonistic relationships and zero sum game. Either you win or lose.

There are more and more discussion of GM working with the players/being fans of characters. In this framework it'll be more "playing for a better story/greater fun/etc." collaboration rather than playing to win/lose.

I understand that old school l/OSR gaming are more GM as antagonists though, so there may be conversations in those circles - or it's just assumed as default. I'm not familiar with that kind of gaming though. 😅