Sales contests have long been considered a viable tool for improving efforts. Often, these contests are multi-period with interim results available. One issue unsettled is whether interim results should be published as public leaderboards. Leaderboards influence monetary motivation – interim standings allow contestants to better calibrate their efforts given their distance from the prize(s). They also influence social motivation – the first page of the leaderboard brings social recognition whilst being on the last page is disheartening. Using data of contests with leaderboards, we find participants’ next-day sales are influenced by their previous positions on the leaderboards. Specifically, (1) participants respond to the leaderboards in a “U” shape, (2) participants are more motivated when they are close to the leaderboard page boundary, and (3) participants with same performance but listed on different pages of the leaderboards behave differently. We build a structural model incorporating the behavioral assumptions from reduced-form analysis to estimate social motivation sensitivity and cost of effort. These deep parameters help disclose the mechanisms at hand.