Fabrizio Romano, the world’s most-followed football transfer journalist, will take to the SBC Summit 2026 Super Stage for a headline session on building a sports media brand in the age of social media.
Known globally for his signature “Here we go!” transfer confirmation, Romano has built an audience of more than 70 million followers across social media, transforming himself from a football reporter into football’s most influential independent media brand.
Romano will appear on the Super Stage 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 on how Romano built a global media brand on speed, accuracy and trust.
For operators, affiliates and marketers, the session will also explore what makes creator partnerships work. Romano will discuss what he looks for in betting and affiliate brands, and why access to a large audience doesn’t always translate into genuine engagement.
Rasmus Sojmark, Founder and CEO of SBC Events, said: “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.
“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 will join a Super Stage programme featuring major names from across global sport, business and gaming. Leadership in Sports Business will see basketball icon, investor and philanthropist Michael Jordan, Sportradar Founder and CEO Carsten Koerl and DraftKings Co-Founder and CEO Jason Robins come together for a candid conversation about the intersection between sports and business. Also joining the Super Stage will be UFC superstar Charles Oliveira, while the Argentine FA will deliver a keynote on building a globally recognisable 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 content, exhibition, networking and entertainment.
Conference, Business, and VIP Pass holders will be eligible to attend Fabrizio Romano’s keynote speech alongside all other sessions on the Super Stage.
If your ticket does not have Super Stage access, you can purchase a Super Stage Pass here for €199.
Attendees who want to guarantee a view in the golden circle front rows of the Super Stage can purchase a Super Stage Golden Circle pass here.
