Sportsmanship. It’s what all little kids are taught when they start playing sports for the first time, learning the rules of the game and the behavioral conduct at which they are supposed to adhere. The whole point is to uphold the spirit of the game and keep it as a game; not some televised form of war or a street fight. The rules of the game are set to outline how the game is played, and most players and coaches follow the rules (while some act unethically in their attempts at skirting the rules, sometimes successful but only for a short while). Behavioral conduct that makes up the ‘unwritten’ rules regard sportsmanship.
Terrell Owens, being a drama queen for all his seasons, is highly regarded as unsportsmanlike in his diva-like calls for attention. From bashing his teammates, creating hostile environments within the locker room, to calling a press conference while on suspension to televise a workout.