Great Britain's Alistair Brownlee gave up his chance to win the final Triathlon World Series race of the season to carry his exhausted brother Jonny over the line in an effort to help him win the world title.
Alistair's selfless effort in the searing heat of Mexico has been hailed worldwide as an example of sportsmanship at its best.
Here are 10 other tales of heroic sportsmanship.
1. David Purley
At the 1973 Dutch Grand Prix, Britain's Purley abandoned his car and ran across the track when he saw fellow driver Roger Williamson trapped inside his burning, upside-down vehicle following a crash.
Despite braving the fire and trying to overturn the car, Purley couldn't save Williamson, but he was awarded the George Medal for his bravery.
2. Pete Goss
During the Vendee Globe yacht race of 1996, the British sailor received a mayday call that fellow competitor Raphael Dinelli was in serious trouble in the treacherous waters of the Southern Ocean.
Goss abandoned his own race and sailed into hurricane-force winds to help find Dinelli with the Australian Air Force. He was awarded France's Legion d'Honneur for his bravery.
3. Nikki Hamblin
The New Zealand runner was alongside Abbey D'Agostino in the 5,000 metres heats of this year's Olympics when they clipped each other and the American fell to the ground in agony.
Hamblin helped her up and encouraged her to finish the race, which she eventually did. Both athletes were awarded the Pierre de Coubertin award for sportsmanship.
4. Mark Taylor
In the 1998 Test match between Australia and Pakistan at Peshawar, Australian skipper Taylor ended the day 334 not out, equaling the then highest Test score with the legendary Sir Don Bradman.
Taylor could have continued but instead declared to keep the record intact.
5. Tim Smyczek
American journeyman Smyczek had had pushed Rafael Nadal to 6-5 in the fifth set at last year's Australian Open when, at 30-0, Nadal missed his first serve after being distracted by a call from the crowd.
After the ball was called out Smyczek told the umpire he wanted his opponent to have two serves. The American lost the point and, soon after, the match.
6. Andrew Flintoff
At the end of the 2005 Ashes Test at Edgbaston, England celebrated when Steve Harmison dismissed No 11 Michael Kasprowicz.
At the same time Flintoff consoled tailender Brett Lee, who had so nearly batted his team to victory.
7. Jack Nicklaus
Back when it was just the British Isles taking on America in the Ryder Cup, in 1969 at Birkdale, Tony Jacklin had a three-foot putt on the 18th green of the final match to level the contest.
Rather than make his opponent putt it out, Nicklaus conceded to the Englishman, ensuring it ended in a tie (although the US kept the Cup as the holders).
8. Paolo Di Canio
When West Ham played Everton in 2000 Di Canio declined to fire a cross into the goal late on with the score at 1-1. The Italian had seen Everton keeper Paul Gerrard lying injured on the ground and instead picked the ball up so he could get treatment. The game ended 1-1.
9. Luz Long
In the 1936 Berlin Olympics, with Hitler in attendance, Jesse Owens was in danger of failing to qualify for the long-jump final when given two no-jumps.
Long suggested the American be allowed to mark out his run, and Owens ended up beating the German to the gold medal.
10. Jim Redmond
At the 1992 Olympics Derek Redmond was running in the 400 metres semi-final when his hamstring popped 150 metres from the line.
With his son in agony, his father Jim came on to the track to help him finish the race.