I would say that what you just described is usually called "sportsmanship" and is pretty common in most sports (with exceptions of course, but at least most would agree that it's an ideal worth aspiring to)
I don't see it as unexpected for there to be big egos and boisterous personalities in sports where individuals are hugely rewarded for personal success. From an athlete's point of view, creating a commercial persona is almost as important as performing at their best on the field/track/bike/pool/course/etc.
Never seems to be the best of the best though, more those in 2-3rd place or really narrow 1st place, something about the uncertainty of staying on the top, or never quite reaching it...