Romano reveals how his famous ‘Here we go’ catchphrase was born

Renowned football transfer expert Fabrizio Romano has disclosed that his iconic “Here we go” phrase was never planned as part of a personal brand but emerged spontaneously during coverage of a drawn-out Manchester United transfer.

Speaking on Trevor Noah’s World Cup Watch Party on Friday, Romano dismissed suggestions that the now-famous phrase was carefully designed to make his transfer updates more memorable.

“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,” he said.

According to Romano, the expression first appeared after he had spent weeks posting updates on a Manchester United transfer that eventually reached completion.

“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.”

The response from football fans encouraged him to continue using the phrase whenever a transfer agreement was finalised.

“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.’”

Romano said the catchphrase now serves as a clear signal that every aspect of a transfer has been agreed.

“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.”

Today, “Here we go” is synonymous with confirmed football transfers and has become one of the most recognised phrases in the global football community.

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