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"Second place is just first of the losers!"
Shelby Trinity, H.I.V.E. Series

And the winner of the tournament won the controllers that were opened for the tournament (worth $80), and $20 in cash. Second place was a can of coke and an autographed picture of Gord. Third place was $20. The Gord likes to remind people that second place is just the first loser.

"If you are first you are first. If you are second, you are nothing."
Bill Shankly, legendary manager of Liverpool FC

The Olympics is really my favorite sporting event, although I think I have a problem with that silver medal. I think, if I was an Olympic athlete, I would rather come in last than win the silver. If you think about it... if you win the gold, you feel good. If you win the bronze, you think: "Well, at least I got something." But if you win that silver, it's like: "Congratulations! You... almost won." "Of all the losers, you came in first of that group." "You're the number one... loser." "No one lost... ahead of you."
Jerry Seinfeld

The winner takes all
You don't win no silver
You only lose the gold
David Glen Eisley, "Sweet Victory"

"If you ain't first, you're last."
Ricky Bobby's motto

Carter Wilson: (protesting) I got an almost perfect score.
Carter's Mom: "Almost" doesn't get you ahead in life, dearest. "Almost" gets you almost.
Carter Wilson: Only one student got higher.
Carter's Mom: Well, that would make you the winning loser, wouldn't it? And if that's good enough for you, then I can see why my opinion doesn't matter much to you either.
Batman Beyond, "Hidden Agenda"

"I grew up around here. And recently Boston is now known as the city of champions. But for so many years it was known as the city of heartbreak. The most heartbreaking thing that I can remember is when the New England Patriots won 18 games in a row only to lose the biggest game of all time, the Super Bowl, to the New York Giants. Every New England resident shares my sentiment. It holds true to the theory that no one remembers second place."

"Second place is the first loser!"

"Winning isn't everything; it's the only thing."
—UCLA Bruins football coach Henry Russell "Red" Sanders, prior to the 1956 Rose Bowl.note  Later used by Green Bay Packers coach Vince Lombardi.

Race your rival to the finish line. Point to point rules with no second best.
—Screen of The Fast And The Furious (PS2) explaining destination battles.

"Gentlemen, this school is about combat. There are no points for second place."

"Maybe you're the runner up
But the first one to lose the race
Almost only really counts in
Horseshoes and hand grenades"

Coach Riley: Remember, it's not worth playing...
Young Gordon Bombay: ...if you can't win.
The Mighty Ducks, flashback to the 1973 title game. Bombay hit the goalpost and the Hawks lost in overtime.

"Second place, tied with last."
Ted Chaough, Mad Men

Mrs. Senicourt: And remember—
Young Nicole: I know, I know. Love you too.
Mrs. Senicourt: No, I was gonna say second place is first place for losers but yeah, that too.

If you can't get gold, go for bronze! But didn't you skip silver, you ask? Yes, I did. And this is why: Silver means you almost won Gold, but didn't. Bronze means you almost didn't win anything, but did. So at least you won something!
— description of the Bronze Scouting Trophy, The Sims 4: Seasons

Jimmy Kimmel: Emmy nominee.
Matt: Same thing.

Henchman: I do not understand what could possibly be in that cave that could help a man as great as you. You are already second only to the Sultan.
Jafar: And you think second is enough?
Henchman: Of course. You were not born to be Sultan.
Jafar: Do you know what I had to do to get the power that I have? The sacrifices that I've made? The bodies that I've buried? The five years spent in a Sherabad jail? People need to understand that they will pay for underestimating me. Second is not enough! And it will never be enough!

I did my best, and I got eighth. But Nancy, she goes out and gives a beautiful skate. She wins a friggin' silver medal, and when they put that medal around her neck, she looked like she stepped in poo. She does. I mean, come on! How am I the poor sport in all of this?! An Olympic silver! She looks like she stepped in poo.

Bender: Second place? That's a fancy word for losing! (to Zoidberg) You! Didn't! Stick your landing!
Zoidberg: Forgive me, my friend!
Bender: NEVER!
Futurama, "The Day The Earth Stood Stupid"

Accelerons: The Drones have forgotten the purpose of competition: the important thing is not winning, but striving to win.
Gelorum: We were created to win! Winning is all there is!

"The end was frustrating, unfortunately we were second but overall I gave it my all. I wish I could have won in front of the amazing Tifosi today. I'm not extremely happy with the race because we finished P2. It just wasn't enough."
Charles Leclerc after finishing 2nd at the 2022 Formula One Italian Grand Prix

Mr. Newton: Do you know who Sam Graddy is?
Chris: No.
Mr. Newton: Sam Graddy finished second behind Carl Lewis in the 100-meter dash at the Summer Olympics.
Chris: So?
Mr. Newton: Sam Graddy is the second-fastest man alive and it doesn't mean a damn thing. Sam Graddy doesn't have a Wheaties box, no shoe endorsement, no Sam Graddy running shorts; not even a pair of Sam Graddy socks. Sam Graddy couldn't even get his own name on his driver's license. They gave him one that says "Carl Lewis."

Coming in second means you lost first.

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