Players are showing sportsmanship, e.g., if they strive to win their game.
I imagine I echo many people's view when I say, "Oh no, not this again".
Please, please, Robert, try and understand: you are not a native English speaker (and nor is Magicwand). You clearly don't get what we natives understand by sportsmanship. If it's any consolation, most foreigners don't get "fair play" quite right, either. What you are describing is more like part of "character" or even "personality" in sport, and while you might admire it, many people don't.
Not every English speaker will agree precisely on what sportsmanship is, but I'm certain all definitions will include some element of generosity towards opponents. It is being sporting. If you look at famous examples, you will never find examples of the type of behaviour you advocate. You will find, rather, examples such as Andrew Flintoff commisserating with Brett Lee in the England-Australia Ashes cricket series. Flintoff said: "The moment with Brett Lee at Edgbaston was something which came out of the blue - he played so well in that Test. We tried to bowl him out, we tried to knock him out. We tried everything, but he wouldn’t budge. So after it happened I went over, put my arm around him. I can’t remember exactly what I said, but it was some words of consolation - probably the reason why I did it is he did not deserve to be on the losing team - and obviously I have great respect for him."
Flintoff and other bowlers tried literally (but within the rules) to knock out Lee, normally a rabbit batsman, with 90 mile an hour bouncers. That wasn't the sporting aspect. The sportsmanship came in the words of "consolation".
The most famous sportsmanship moment in British football (according to a survey) was by Paul Di Canio. With the game at one all, Everton’s goalkeeper Gerrard was injured, but the ref waved play on. A perfect cross found Di Canio staring at an open goal. It was a formality to put West Ham ahead in no less than a Premier League game. Instead Di Canio caught the ball to stop the game so that Gerrard could receive treatment. That won Di Canio a special sportsmanship award from FIFA. Scoring the goal would have been as per the rules, but not sportsmanship.
In Britain there are courses run to teach sportsmanship in schools and youth sports. I visited the Lords cricket ground this year and learned how the cricket authorities have even run Easter courses for schools to teach sportsmanship under the heaqing "Spirit of Cricket". The courses are not concerned with the rules, which all kids know anyway. The idea is to inculcate a moral and ethical approach to the game. An extra dimension, if you like, beyond the rules.
Despite the famous line "your English fair play" beloved of hack scriptwriters, sporting behaviour is not exclusive to Britain, of course. A couple of recent high profile examples from American baseball have already been mentioned on this forum (or GoDiscussions). One was a softball game where a player hit the first and only home run of her life but was injured in the process, and so was unable to run round the bases to complete the score. Help from her own side would be an automatic out. So the opponents, instead of legitimately claiming the score was void, helped her by carrying her round the bases. Then there was the incident when Galaragga apparently threw only the 21st perfect game in Major League history only to be robbed of a place in history at the very end by a wrong call from an umpire. The game ended exactly as per the rules - but that was not sportsmanship. What was sporting, in a very widely reported and discussed and admired case, was Galaragga's dignified demeanour and refusal to slag off the umpire, the umpire's admission that he got it wrong, the Tigers fan's sympathy for both player and umpire, and the managers' refusal to turn it all into a major spat. In other words, sportsmanship is not just the province of the players.
Whether or not we practise it ourselves, we natives know what sportsmanship is. It is something that produces a heart-warming effect, and it ain't being a rule hog.