The excitement surrounding the 2026 Winter Olympics in Milan is palpable, as dedicated collectors rush to secure limited-edition pins that celebrate the host city’s vibrant neighbourhoods and iconic landmarks. Each morning, groups of avid fans gather outside metro stations, eagerly awaiting social media updates to pinpoint the day’s pin distribution location. This daily treasure hunt has transformed the city into a lively hub of camaraderie and competition among collectors.
The Hunt for Pins Begins
Early risers are no strangers to the hustle of pin collecting. Ilaria Pasqua, an English teacher based in Milan, has been up before dawn since the Olympics began, determined to complete her collection of pins from seven neighbourhoods and five landmarks, including the famed Duomo. “I know it can sound extreme, but I’ve met great people doing this,” she shared. “It’s a fun and social way to explore Milan, and each pin feels like a little treasure.”
Pasqua has formed a close-knit group with fellow collectors, developing strategies to be first in line for the coveted pins. After each successful morning hunt, she discreetly stashes her new acquisitions deep in her coat pocket, wary of latecomers hoping for a trade. The thrill of the chase is a hallmark of the Olympic pin trading culture, drawing enthusiasts from around the world eager to expand their collections.
A New Era of Pin Trading
For those who prefer a more structured approach to pin trading, Milan is offering an official trading centre, the first since the PyeongChang Games in 2018. Sponsored by Warner Brothers, this centre features engaging activities for children, including interactions with beloved Looney Tunes characters, while seasoned traders showcase their collections at trading tables.
Eddie Schneider, a seasoned pin trader from New York, notes the unique experience provided by each Olympics. “I consider it like going to a World’s Fair every two years,” he remarked, highlighting the cultural exchanges that occur through this hobby. With 25,000 pins in his possession, including a rare piece from the 1948 London Games, Schneider embodies the passion that drives collectors.
The Value of Olympic Pins
The intrinsic value of Olympic pins varies widely, with collectors keenly aware of different categories—retail, delegation, team, sponsor, and media pins. Some pins, like those from Japanese media, are especially sought after due to their rarity. Honav, the official pin maker for the Milan Cortina Games, has produced millions of pins, each featuring the Olympic rings and the Milan Cortina logo for authenticity. Pins lacking these marks hold little value among serious traders.
Emerging collectors, like 21-year-old Josh Waller from London, have found a passionate community online following the Tokyo Games. Waller, whose impressive collection boasts over 10,000 pins, has even developed software to authenticate high-value items. He volunteers at the pin trading centre, where he observes thousands of visitors, including families and athletes, eager to engage in trading. “The pin trading community is tight-knit,” he stated, anticipating a surge in activity during the Games’ second weekend.
Collecting for a Cause
The YesMilano initiative has surpassed expectations, drawing crowds eager to claim their exclusive pins. This campaign aims not only to promote the Olympics but also to highlight lesser-known areas of Milan. On the first day of distribution, over 1,000 people flocked to the North of Piazza Loreto, with 600 turning up at the architectural gem, Torre Velasca, on the following day. Each day, only 250 pins are available, creating an atmosphere of urgency among collectors. While latecomers receive consolation stickers, additional pins can be purchased at official vendors for €20—a price hike reflecting the soaring demand.
Beatrice Biondi, who travelled from Varese, was one of the early birds at Sforza Castle. “We had to run a bit, but we made it so we are very happy,” she said after securing her desired pin. Her enthusiasm showcases the thrill of Olympic memorabilia collection, as she plans to add various pins to her growing collection.
Why it Matters
The phenomenon of pin collecting at the Olympics transcends mere hobby; it fosters community, ignites passion for the host city, and creates lasting memories for participants and visitors alike. As collectors engage in friendly competition and forge new friendships, they contribute to the rich tapestry of the Games, turning a simple pastime into a celebration of culture and connection in the heart of Milan.
