Fabrizio Romano, the world’s most-followed football transfer journalist, will headline the SBC Summit 2026 Super Stage with a session on building a sports media brand in the social era.
Best known for his signature “Here we go!” transfer confirmations, Romano has grown an audience of more than 70 million followers across social platforms, evolving from a football reporter into one of the sport’s most influential independent media brands.
He will take the Super Stage at Lisbon’s MEO Arena on Wednesday, 30 September at 13:15 for the session Here We Go: Trust, Speed and the Business of Breaking News, joined by Lasha Machavariani, Founder of SMH Global. The conversation will trace how Romano built a global brand on speed, accuracy and trust, and what that means for operators, affiliates and marketers seeking effective creator partnerships. Romano will also outline what he looks for in betting and affiliate collaborations, and why reach alone does not guarantee genuine engagement.
“Signing a new player is one of the most exciting moments for any football fan. It’s a time of pure anticipation, the kind that has you refreshing your phone every few minutes hoping for an update,” said Rasmus Sojmark, Founder and CEO of SBC Events. “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. Where fans once relied on traditional media for that confirmation, Romano took the bold step of bringing it to them directly, and kept doing it. 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. We’re thrilled he’ll be joining us on the Super Stage.”
Romano joins a stacked Super Stage lineup spanning global sport, business and gaming. The Leadership in Sports Business session will feature basketball icon, investor and philanthropist Michael Jordan, Sportradar Founder and CEO Carsten Koerl, and DraftKings Co-Founder and CEO Jason Robins in a candid discussion on the intersection of sports and business. Also appearing on the Super Stage are UFC star Charles Oliveira and a keynote from the Argentine FA on building a globally recognisable sports brand.
SBC Summit 2026 runs 29 September – 1 October in Lisbon, uniting more than 40,000 industry professionals for three days of conference content, exhibition, networking and entertainment.
Conference, Business and VIP Pass holders can attend Romano’s keynote and all other Super Stage sessions. Attendees without Super Stage access can add a Super Stage Pass for €199, while those wanting guaranteed front-row seats in the golden circle can purchase a Super Stage Golden Circle pass.
