Being the one who normally cheers for the underdog, I am the type of person that when someone loses (I wrote something similar before), I go to them first to show condolences, understanding and emphasize with their pain.
As a Tournament Director, I find myself doing this a lot.
Here's what happens: It's the finals in the Omega Billiards Tour Stop and both players are playing their hearts out. The crowd has their favorite player and are intently following their every shot and win.
When the dust finally settles, the eventually winner gets all the claps and congratulations! While the second place player who also fought their way, doesn't get the same type of congrat's.
Sure, a few friends will tell them they did great, all the while that player sees the winner getting the high-five's and smiles from the crowd.
As the TD, I recognize this a lot and so I make it a point to go to the second place finisher first to give them the congrats that they deserve as well. They are normally very disheartened and upset but a quick hug from a friend is never turned down - a normal hug is not returned, but I understand.
I also ALWAYS pay the second place finisher first. It's my other way of still ensuring they know they did great, even if it wasn't the top prize.