The first modern Olympic Games in 1896 saw the origin of what are now sports trading pins. The early pins at the games in Athens, Greece were used to identify athletes and officials. Sweden introduced what is considered the first real sports trading pins, in team colors of blue and yellow, at the 1906 games. Before long, athletes were swapping sports trading pins among themselves as a symbol of international friendship through sport. For the first time, they joined the athletes in celebrating the Games by exchanging sports trading pins. With the increased momentum of sports trading pins, corporate sponsors such as Coca-Cola became interested as well. Coke created its own Official Olympic Pin Trading Center for the 1988 Winter Olympics in Calgary. The sports trading pin center drew more than 17,000 visitors a day, the company noted on its website.