Anybody who gets to an Olympic final has to have a winning attitude just to get there. They're probably the best in their country, after all, and to reach that position they've had to work really hard and/or (probably "and") be blessed with a huge amount of natural ability.
If one of my kids got to an Olympic final and came 7th, I don't think I'd be calling them "losers". I'd be really proud of them. The same principles apply to any athlete and to most professions. The seventh best teacher in the world, the seventh best soldier, the seventh best financier, etc. - these would all be highly prized.
Winning only means anything if there was somebody there worth beating. There are no losers in an Olympic final. Losers are the ones with an attitude that someone who comes 7th in the world is a loser.