“When you win, say nothing. When you lose, say less” (or “If you win, say nothing. If you lose, say less”) is a sportsmanship saying that has been printed on many images. “When you lose, say little. When you win, say less” has also been printed on many images.
   
     
Wikipedia: Paul Brown
Paul Eugene Brown (September 7, 1908 – August 5, 1991) was an American football coach and executive in the All-America Football Conference (AAFC) and National Football League (NFL). Brown was both the co-founder and first coach of the Cleveland Browns, a team named after him, and later played a role in founding the Cincinnati Bengals. His teams won seven league championships in a professional coaching career spanning 25 seasons.
 
Wikiquote: Matt Hughes
Matthew Allen Hughes (born October 13, 1973, Hillsboro, Illinois) is an American mixed martial artist, UFC Hall of Famer, and former two-time UFC Welterweight Champion.
 
Quotes
When you lose, say little… When you win, say less.
. “When you lose, say little. When you win, say less.”. WeHeartMMA.com. Retrieved on 2012-09-07.
       
20 February 1923, Frankfort (KY) Daily Index, “Office Cat” by Sezum, pg. 2, col. 4:
When you lose, say nothing. When you win, say less.
 
24 November 1926, Manchester (UK) Guardian, “Rugby Football: Progress of Welsh Schools Union,” pg. 3, col. 3:
“If you win, say nothing, if you lose, say less”—this is the spirit urged by the members of the Union.
 
12 April 1958, The News (Frederick, MD), “Grange Visits Hawaii By Way Of Movies,” pg. 8, col. 4:
Mr. Bussard described his experience of awarding a boxing trophy to a 60 pound class and said the response of the loser had made a lasting impression on him. The boy quoted advice given him by his father before going into the ring: “If you win, say little, if you lose, say less.”
     
Google Books
Poets and Poetasters of Geelong
Edited by C. P. Billot and Roy Hague Holden
Geelong Regional Library
1967
Pg. 94:
On manly games, defeating or defeated, These words he would address - “Say nothing when you win, nor be conceited, And when you lose say less.”
 
10 November 1971, Winona (MN) Daily News, “Hawks’ goal for ‘72—Big Nine title” by Stan Schmidt, pg. 4B, col. 1:
“The North Star’s radio announcer,” the Hawks’ first-year football coach (Dean Brown—ed.) told an audience of 250 players, parents and guests assembled at Winona High, concludes his broadcasts by saying, ‘when you lose say little; when you win say less.’
 
“I think that should be switched around. ‘when you win say little; when you lose, say less.’ If you talk too long, the comments start sounding like excuses, especially when you’re losing.”
     
1 November 1972, The Times Herald (Port Huron, MI), “For The Defense” by McCammon, pg. 1D, col. 1:
There’s a saying in sports that goes, “If you win say little, if you lose say less.”
   
25 July 1973, Minneapolis (MN) Tribune, “Nationals win All-Star Game, 7-1” by Tom Briere, pg. 4C, col. 2:
Maybe it was just as well, for he (Baltimore’s Brooks Robinson—ed.) was following one of sports’ adages: “When you win, say little; when you lose, say less.”
     
Google Books
Quotable Quotes:
Wit and Wisdom from the Greatest Minds of Our Time
By Editors of Reader’s Digest
White Plains, NY: The Reader’s Digest Association, Inc.
2013
Pg. ?:
When you win, say nothing. When you lose, say less. —PAUL BROWN
 
Google Books
Pulling Together:
A Coach’s Journey to Uncover the Mindset of True Potential
By Jason Dorland
Toronto, CA: Heritage House Publishing Company Ltd.
2017
Pg. ?:
Ridley’s motto for competitive sport, “If you lose, say nothing; if you win, say less,” became the School’s modus operandi with its second headmaster.
 
Google Books
The Flash Justin, When You Win, Say Nothing, When You Lose, Say Less: The Winner’s Notebook
LeMieux Gretzky
Amazon Digital Services LLC - Kdp Print Us, Dec 5, 2018 - 122 pages
Every hockey player should believe in his bright future!
See that boy always dreaming and imagining his growth, speed and strength on the ice? He’s gonna LOVE his personal copy from this Inspired Hockey series, created especially for young dreamers between 9 and 14 years of age.
 
Twitter
Coach Lindsey
@MHSCoachLindsey
“When you win, say nothing, when you lose, say less.” – Paul Brown
Be humble and stay humble. Be gracious in success and defeat!
7:44 AM - 7 Jun 2018