I win too much and it makes people hate me? What should I do?

Board games, card games, video games, sports, or you name it, I win entirely too much. I've always been competitive and I also have a moral I've lived by for my entire life, "Always give it your all and never lose on purpose." I've literally lived by that since I was like 7 and I'm 18 now. However, I noticed that winning a lot makes people dislike me. I NEVER, repeat, NEVER brag after I win, and I try to make up some excuse like it was just luck. Still, how can I keep my morals and not be disliked so much?