I never planned “Here we go” catchphrase for football transfers, Fabrizio Romano

Fabrizio Romano, the renowned football transfer expert, has disclosed that his globally recognized "Here we go" catchphrase was not a planned branding strategy but an accidental creation. The phrase first surfaced almost a decade ago while he was covering a protracted transfer deal involving Manchester United.

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Many people think maybe I had a plan for that, like, ‘Let’s find a catchphrase to make sure people remember my news.’ But that was not the case.

Speaking at Trevor Noah's World Cup Watch Party, Romano explained that many assume he intentionally devised the catchphrase to enhance his brand recognition. However, he stated that this was not the case. The phrase emerged organically after weeks of continuous updates on a single Manchester United transfer that eventually reached completion.

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I was just tweeting and tweeting on the same story. I don’t even remember the story. It was like eight or nine years ago. I remember it was a very long transfer, but I don’t even remember which one. Then one day it was over, finally done, and I said, ‘OK, here we go.’ Like, finally, the story is over.

"I was just tweeting and tweeting on the same story. I don’t even remember the story. It was like eight or nine years ago. I remember it was a very long transfer, but I don’t even remember which one. Then one day it was over, finally done, and I said, ‘OK, here we go.’ Like, finally, the story is over," Romano recounted.

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I saw that people started reacting, saying, ‘Can you say “Here we go” also for Arsenal, for Manchester United, for Barcelona?’ I said, ‘OK, why not? Let’s do that.’

He observed that the audience reacted positively, prompting requests to use the phrase for other clubs like Arsenal, Manchester United, and Barcelona. Romano decided to incorporate it, recognizing the excitement it generated. He explained that the "Here we go" confirmation signifies that a transfer is fully agreed upon, distinguishing it from mere speculation or close deals. This trademark phrase has since become a widely recognized symbol of finalized football transfers worldwide.

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I saw the excitement and maybe people needed that. Before the ‘Here we go,’ you were reading stories or watching TV saying your team was buying a player. But when it’s done, when I can make sure that he’s actually coming, I thought it was a good way to make sure people understand when the deal is really fixed and done.