"They're just proud that they won," you might say.
There is something behind the trophy that is receiving that kiss, that worship. That "something" is a spirit which is not of God. Remember, the Holy Spirit is not about strife and contention. The world, and the devil, and our own flesh, is about beating someone else in competition. So when it comes to high-level sports, we have to accept that God is not the author of that spirit, little-s.