Forget swimming, soccer and water polo, the No. 1 spectator sport of the Olympics has begun: pin trading. This year Coca-Cola, the longest continuous Olympic sponsor, will release 182 co-branded pins. Among these will be 17 Pin of the Day pins, that, when pieced together, form a Coke bottle.
Commemorative lapel pins have been a part of the Olympic tradition since the first modern Games took place in Athens in 1896.
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