The rise of Fabrizio Romano: Is transfer journalism turning on its biggest star? | OneFootball

Fabrizio Romano has had a remarkable rise in the world of football reporting. So much so, Romano has become the undisputed king of football transfer news, accumulating more than 100million followers across his social media channels.

In 2023, Romano was officially ranked as the most influential account on X, with a reach of more than 4.2billion. In essence, his posts for the year had reached a number of views that is equivalent to around half the world's entire population.

Romano's trademark phrase, "Here We Go", has become part of football's cultural lexicon, a three-word message that essentially became the rubber-stamp that a deal had been done.

Romano's reporting came before official club news, his network of intel having made the Italian privy to deals long before sides made them public. He became the plug for football transfer news, utilising the power of social media to ensure his news travelled fast - and first.

Never before had a journalist created a personal brand like his.

Romano's breakthrough came when he broke the news of Mauro Icardi's move from Sampdoria to Inter Milan in 2013. Having received the information from Icardi's agent, whom he had met before in Milan, the move instantly instilled credibility in his reporting.

Providing real-time updates, the goal was clear: become the most reliable source of transfer news in the game. For a while, it was mission accomplished, but as Romano's profile has sky-rocketed, so too has criticism.

This week saw Romano embroiled in a back-and-forth spat with Sky Sports'Florian Plettenberg. As the industry's biggest 'in the know' accounts battle to break news, tensions have risen.

Romano and Plettenberg went head-to-head this week regarding differing information onYan Diomande's proposed move to Real Madrid from RB Leipzig. Romano's 'fake news' jibe in the direction of Plettenberg led to an ugly spat, with threats to unmask direct messages.

"Okay, wow. By accusing us of “fake news” with Man City bidding“ (never reported), you’ve unfortunately crossed a line," Plettenberg responded.

"I never wanted to bring this up, but your Klopp report was simply ridiculous and disrespectful to every journalist who actually does proper reporting. One day after the DFB had already named him in its official statement, you posted a “here we go”. Posting a signing soon and it’s almost one week later. I honestly thought you’d have the decency not to do that.

"Anyone could have posted that Klopp HWG because it was obvious he was going to become Germany’s head coach. Your report was based on probability, not on actual agreements.

"As long as you keep deleting false 'here we go’s 'and posting results minutes before the final whistle just because of algorithms and the need to be first in the race against 433 and score apps, only to delete them five minutes later because Neymar scores, you should probably keep a lower sound overall. The same applies when you fail to credit the original source in a large share of your Instagram posts.

"Do your business. We’ll do ours. But accusing others of spreading lies is quite ironic coming from someone in your position. Good night."

Romano, as he's proven in other high-profile spats, was not afraid to issue a response.

Romano's rise was built on traditional reporting. He cultivated relationships with clubs, agents and intermediaries, allowing him access for round-the-clock reporting. Fans no longer used him as a source of gossip, but as the destination for transfer news, long before official club news.

He did not require a newspaper or website, just his phone, relentless hours, and constant reporting. He thrived in an era where algorithms favour frequent posting and reward visibility. No journalist was more visible.

Incremental updates have frustrated some, while shock signings have become almost non-existent. Romano has led a shift in reporting and, with it, has created inevitable tension as rivals defend their sources and, ultimately, credibility.

Florian Plettenberg is not the first to push back. Luke Edwards, Northern Football Writer for The Daily Telegraph, has been critical of Romano's reporting on Newcastle United. Romano has been accused of stoking fires, unsettling players, and pushing moves. Some have suggested that agents now use Romano's brand to get their clients' to desired destinations.

Has Romano's credibility changed?

This is perhaps the most contentious question.

Romano continues to break major transfer stories involving clubs right around Europe. His access to agents and intermediaries remains extensive, and clubs continue to engage with him. By almost any objective measure—reach, influence and industry access—he remains the most significant figure in transfer journalism.

At the same time, increased visibility inevitably brings increased scrutiny. His 'Here We Go' catchphrase has not carried quite the same weight in recent windows, with several 'done deals' not materialising as anticipated.

David Ornstein, in contrast, has built a reputation for fewer errors, though provides far less coverage. Operating at such volume as Romano does means mistakes, and abandoned deals become far more visible than they would for journalists publishing fewer transfer updates. Social media also ensures that incorrect reports are archived, with critics ready with 'gotcha' responses.

Ultimately, the debate surrounding Fabrizio Romano is not really about Fabrizio Romano.

It is about what journalism becomes when individual reporters evolve into global media brands.

Transfer reporting has transformed into a form of daily entertainment consumed by hundreds of millions of supporters. The commercial incentives are different. The technology is different. So too are audience expectations.

Romano did not create those changes on his own, but he has become their defining symbol. The real question is not whether football journalism is turning on its biggest star. It is whether the industry is beginning to question the model that made him one.