The world-renowned football transfer journalist will join the Super Stage for a session exploring sports media, social media audiences and the role of trust in breaking news.

Fabrizio Romano, one of the world’s most followed football transfer journalists, will take to the Super Stage at SBC Summit 2026 for a session exploring how sports media brands are being built and transformed in the age of social media.

Globally recognised for his signature “Here we go!” confirmation of major football transfers, Romano has built an audience of more than 70 million followers across social media, evolving from a traditional football reporter into a global independent media brand with a direct relationship with millions of fans.

Romano will appear at the MEO Arena on Wednesday 30 September at 13:15 for the session “Here We Go: Trust, Speed and the Business of Breaking News.”

He will be joined by Lasha Machavariani, Founder of SMH Global, for a conversation examining the principles behind Romano’s global media brand, including speed, accuracy and trust.

The session will also explore the growing role of creators and influencer partnerships within the sports and betting ecosystem. Romano will share his perspective on what he looks for in betting and affiliate brands, as well as why a large social following does not necessarily translate into meaningful audience engagement.

From football reporter to global media brand

According to Rasmus Sojmark, Founder and CEO of SBC Events, Romano’s career offers an example of how direct engagement with fans can reshape the way sports media brands are built.

“Every fan knows it’s only when Fabrizio delivers his ‘Here We Go’ that they can finally relax, certain the deal is as good as done,” Sojmark said.

He also highlighted Romano’s decision to bring transfer confirmations directly to fans at a time when audiences traditionally relied on established media outlets for such updates.

“Building a brand around direct fan engagement might look obvious now, but Romano was the first to do it, and that makes him one of the best people in sport to learn from when it comes to building an audience,” Sojmark added.

A Super Stage bringing together global sports and business figures

Romano will join a Super Stage programme featuring prominent figures from sport, business and gaming.

The programme will include basketball icon, investor and philanthropist Michael Jordan, Sportradar Founder and CEO Carsten Koerl, and DraftKings Co-Founder and CEO Jason Robins, who will take part in a conversation examining the intersection between sports and business.

UFC superstar Charles Oliveira will also join the Super Stage, while the Argentine Football Association will deliver a keynote focused on building a globally recognised sports brand.

SBC Summit 2026 will take place from 29 September to 1 October in Lisbon, bringing together more than 40,000 industry professionals for three days of conference sessions, exhibition, networking and entertainment.

Conference, Business and VIP Pass holders will have access to Fabrizio Romano’s session and the wider Super Stage programme. Attendees without Super Stage access can purchase a Super Stage Pass for €199, while a Super Stage Golden Circle Pass will also be available for those looking to secure access to the front rows.