As a football player at the college and professional levels, I have witnessed my fair share of unsportsmanlike conduct. Late hits, getting punched or hit in the back of the head, taunting, and name-calling were among these displays of unsportsmanlike behavior. As a player and now a coach, I have seen other instances of behavior that do not meet the standards of good sportsmanship. Coaches and athletes who do not train or scout ethically, team cultures that encourage taunting or disrespectful words, plays, and players that do not follow the rules of the game for the sake of getting ahead. There is a wide range of what could be considered unsportsmanlike.
In contrast, good sportsmanship is generally viewed as opponents shaking hands before and after a game, players abiding by all the rules of a sport during any given contest, and coaches listening to and respecting officials' calls. But there is much more to it than what can be seen.