I'd disagree, success/failure depends on what your goal is at the beginning.Yes, if they don't win, then they failed.
In every sport, every participant bar 1 failed. That's how it works.
Some failures feel better than others, i.e. getting a medal at the Olympics, especially if you were an underdog to start with.
But second place is the first loser, whether anyone likes it or not.
If Ipswich had avoided relegation this season, would they have failed because they didn't win the title?
For us, when we finished 2nd, was the expectation that we would win the League? I don't think anybody would have suggested so, there would have been a hope, but not expectation. So was mounting a title challenge a failure? You can say that expectations can change during the season, but we didn't lead the table during that challenge, so I'm not sure at what point the expectation could/would/should have been adjusted.
I've written "expectation" too much there...
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