service before success
In my old fashioned way of thinking, I always believed that you were recognized for honours for actions above and beyond your normal duties/responsibilities.
As to sportsmen/celebrities, whilst training for a major event all the hours, sacrifices etc, is not the Gold medal/trophy etc your reward? Most Olympians are successful due the the hard work they put in. But they are also funded by substantial amounts of money to enable them to train and not work. Not all but most.