Milan Embraces Olympic Pin Collecting Ahead of 2026 Games

Milan has become a focal point for Olympic pin collecting, with individuals gathering daily to acquire limited-edition pins distributed as part of a campaign by YesMilano, the city's promotional agency. This activity precedes the 2026 Milan Cortina Winter Games and integrates with the longstanding Olympic tradition of pin trading. This tradition dates back to the late 19th century and expanded significantly in the 1980s.

The city hosts an official trading center, providing a hub for collectors from around the world to exchange and acquire authenticated pins.

Milan is buzzing with Olympic pin fever, with a daily scramble for limited-edition collectibles and an official trading hub attracting enthusiasts globally.

Daily Pin Drops Drive Local Engagement

In Milan, individuals have been gathering early each morning to obtain free, limited-edition Olympic pins, available while supplies last. This initiative is part of the YesMilano campaign, designed to encourage participants to explore Milan's various neighborhoods and landmarks. Collectors, such as Ilaria Pasqua, have developed strategies to secure pins daily, noting the social engagement and opportunities to interact with the city.

The YesMilano campaign has reported high levels of participation. On the first day, over 1,000 people attended a pin drop in the NOLO neighborhood. Subsequent events, such as one at Torre Velasca, saw approximately 600 participants. A daily limit of 250 pins is imposed. Individuals arriving after the daily limit receive stickers.

YesMilano pins are also available for purchase from souvenir vendors, with reported prices increasing from 12 euros to 20 euros due to demand. Beatrice Biondi, who traveled from Varese, stated her intention to collect as many available pins as possible.

A Global Hub for Pin Trading

Milan features an official Olympic pin trading center, sponsored by Warner Brothers. This center, the first since the 2018 Pyeongchang Games, serves as a designated venue for collectors to trade pins. It attracts participants from various international locations, including the United States and Japan, and is visited by thousands, including athletes and families.

Veteran collectors, such as Eddie Schneider, who began collecting in 1984, describe the activity as a means of experiencing different cultures. Josh Waller, a 21-year-old from London who has collected over 10,000 pins since 2012, volunteers at the center and brought 1,500 pins for trading. The center also sells licensed pins, including exclusive daily releases.

Authenticity and the Value of Collectibles

Official pins incorporate the Milan Cortina 26 logo and Olympic rings. They are produced by Los Angeles-based Honav, the official rights-holder for the Milan Cortina Winter Games and the 2028 Los Angeles Summer Games. Mario Simonson, owner of Honav, stated that his company designs hundreds of pins and produces millions.

Each official pin features a Honav back-stamp for authentication. Pins lacking these official features are generally not recognized as valuable by established traders. While official daily exclusives are often in demand, the subjective nature of a trade is driven by individual preference and sentimental value. Some collectors may also fund their Olympic travel by selling more valuable pins from their collections.

A Tradition Spanning Over a Century

Olympic pin trading involves the exchange of lapel pins, typically made of enamel, that represent various countries, sports, companies, and cultures. These pins are commonly worn on lanyards or clothing. Participants in this tradition include athletes, spectators, journalists, security guards, and dedicated collectors who travel specifically for the Games.

The origins of Olympic pins can be traced to the 1896 Athens Olympics, where Greek athletes wore cloth pins. By the 1900 Paris Olympics, other nations began bringing pins to the event. Members of the International Olympic Committee also received pins at meetings starting in the 1920s. The widespread practice of pin trading, as it is known today, expanded significantly in the 1980s.

The first official pin trading center, sponsored by Coca-Cola, debuted at the 1988 Winter Olympics in Calgary. Over decades, the tradition has grown, leading to the formation of dedicated collector clubs and fairs.

Beyond the Collectible: Social and Cultural Connections

The activity of pin trading is largely driven by personal preference, with collectors seeking specific designs or pins with sentimental value. It is observed to foster social interaction, enabling individuals to connect and converse despite potential language barriers. Many long-term collectors, some of whom have attended multiple Olympic Games, continue the tradition for the social experience and the enjoyment of collecting.