They shouldn't be. In addition, some adults may think that fun only comes with winning and that, of course, is also not true. In youth sports, competition is not a bad thing. It is natural and normal.
Kids love to compete against one and other.
It is a way for kids to measure their abilities, their development and their progress. When kids play a sport, they should always try to do their very best and should be urged to do so. Striving to win and making the effort is what is most important, not winning. Certainly winning is more fun than losing, but performing well is a worthwhile and commendable objective and accomplishment. A coach's commitment to winning should be to prepare the players to play.