Winning has a joy and discrete purity to it that cannot be replaced by anything else. Winning is important to any man's or woman's sense of satisfaction and well-being. Winning is not everything; but it is something powerful, indeed beautiful, in itself, something as necessary to the strong spirit as striving is necessary to the healthy character.
The gods have fled, I know. My sense is the gods have always been essentially absent. I do not believe human beings have played games or sports from the beginning merely to summon or to please or to appease the gods. If anthropologists and historians believe that, it is because they believe whatever they have been able to recover about what humankind told the gods humankind was doing. I believe we have played games, and watched games, to imitate the gods, to become godlike in our worship of eachother and, through those moments of transmutation, to know for an instant what the gods know.
Major sports are major parts of society. It's not anomalous to have people who love sports come from other parts of that society.