Critics slam Fabrizio Romano after Saudi Arabia advertisement

March 10, 2026 Oliver Obel

Football transfer reporter Fabrizio Romano is facing criticism online after promoting a Saudi Arabian organization in a sponsored social media post.

Romano, a 33-year-old Italian journalist known for breaking transfer news, built his reputation on the phrase “Here we go!” the words he uses to signal that a player transfer has been finalized, often before clubs officially confirm deals.

But a video he shared on March 3 has sparked debate among fans and journalists about the line between reporting and promotion.

According to Danish broadcaster TV 2 Sport, Romano posted a video on X praising Saudi Arabia’s state-run Humanitarian Aid and Relief Center. In the clip, he highlighted the organization’s humanitarian work and disclosed that the post was a paid advertisement.

The organization was established by Saudi Crown Prince Mohammed bin Salman.

Backlash in comment section

The post quickly drew criticism from some followers, many of whom questioned whether a reporter with such a large audience should promote a government-linked initiative.

“Journalism is completely dead when the biggest football reporter is paid by PR campaigns for state-sponsored initiatives. Money always wins in the end, but the credibility is completely gone,” one user wrote in a comment that received more than 10,000 likes.

Another commenter wrote: “Stick to transfers – and not propaganda.”

TV 2 Sport reported that it contacted Romano for comment, but he had not responded at the time of publication.

Romano has amassed one of the largest audiences in sports journalism, with nearly 100 million followers across his social media platforms. He currently has about 27 million followers on X and more than 42 million on Instagram.

Human rights concerns resurface

Criticism of the promotion is also tied to Saudi Arabia’s political leadership and the country’s human rights record.

Mohammed bin Salman serves as both crown prince and prime minister of Saudi Arabia. The kingdom has faced international scrutiny over human rights issues, including the 2018 killing of Saudi journalist Jamal Khashoggi.

U.S. intelligence agencies concluded that the crown prince approved the operation that led to Khashoggi’s killing, a claim Saudi Arabia has denied.

Human rights organizations have also criticized the country’s use of the death penalty. Amnesty International reported in 2025 that executions in Saudi Arabia were increasing, recording 345 executions in 2024 the highest number the organization has documented in the country.

Debate over journalism and influence

Troels Bager Thøgersen, editor-in-chief of football outlet Campo, told TV 2 Sport that the promotion stood out because it had little connection to Romano’s usual reporting.

“I really raised my eyebrows when I became aware of the post. It seems like quite unusual timing,” he said, adding that the topic appeared far removed from football.

Romano has previously emphasized that he considers himself a journalist, including in interviews with The New York Times.

However, critics argue that sponsored promotional content can blur the distinction between journalism and influencer marketing.

British journalist Chris Harris voiced frustration in an article criticizing Romano.

“Fabrizio Romano is not a journalist, and his promotion of Saudi Arabia this week irritated me enormously as it (again) undermined the ‘ordinary’ person's perception of what journalism should be,” Harris wrote.

Not the first controversy

Romano has previously faced scrutiny over commercial partnerships connected to his transfer reporting.

In 2024, Danish outlet Tipsbladet and Norwegian site Idrettspolitikk reported that the company Memmo, which collaborates with Romano, had approached Danish club FC Copenhagen and Norway’s Vålerenga about involving the reporter in transfer-related promotional campaigns.

Both clubs declined the proposal.

The recent backlash illustrates the challenges faced by journalists who build large audiences on social media, where the boundaries between reporting, personal branding and advertising are often less clearly defined.

Sources: TV 2 Sport, Amnesty International, Tipsbladet, Idrettspolitikk, The New York Times