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“Cieszynka” by Krzysztof Piątek, all rights reserved.

“Cieszynka” by Krzysztof Piątek, all rights reserved.

Not everyone knows that in March 2019, an amendment to the Act on Industrial Property Rights came into force, introducing new types of trademarks, including multimedia trademarks. One of the most famous Polish football players, Krzysztof Piątek, decided to take advantage of these changes. The striker, who currently plays for AC Milan and is known in Italy as "Il Pistolero," is famous not only for his rapidly developing football career but, above all, for his globally recognized celebration after scoring a goal, i.e., the so-called "celebration," which involves crossing his arms and hands and moving them in a way that resembles shooting revolvers. It is this celebration that has become the subject of a moving, multimedia trademark registered in the Republic of Poland.

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The Piątka multimedia mark is protected by the Polish Patent Office.

As confirmed in an official statement by the President of the Patent Office of the Republic of Poland, Ms. Edyta Demby-Siwek, Krzysztof Piątek has successfully registered a new trademark. Consequently, the distinctive revolver-firing gesture is protected in Poland as an exclusive right granted to the Polish striker. As a result, any other player wishing to imitate Piątek after scoring a goal must be prepared for legal consequences.

Spontaneous Piątka sign.

In interviews, the Polish footballer repeatedly stated that he hadn’t planned his celebration, but it came about spontaneously during his excellent performances for the Italian club Genoa.

Such a move can certainly be considered a very interesting marketing tactic, as it is hard to imagine representatives of the footballer traveling around Polish football fields to check whether any of the players playing at lower levels are infringing on the aforementioned trademark, and then taking action in this regard.

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Is a multimedia mark a marketing gimmick or an effective way to protect one’s rights?

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