Four decades of football – from the ÖFB national team to UEFA finals to the Austrian Bundesliga. Hardly anyone knows the game behind the game as well as Georg Pangl. In conversation with Maximilian Hahnenkamp from Scavenger AI, Pangl talks about bodycams, VAR, AI in performance areas, smart stadiums – and why Europe’s club competitions effectively operate like a de facto Super League.

From the Engine Room of Football

Pangl looks back on a rare 360° career: team manager, UEFA project leader for Champions League finals, league board member, now entrepreneur. This privilege, he says, has given him "deep insights into processes" – including the quiet evolution that has turned the Champions League into a Super League: "You can read about it in my book."

"Football was long conservative. But where billions are at play, technology prevails." – Georg Pangl

Tech that Stays: VAR, Goal-Line & Bodycams

What was unthinkable 20 years ago is now standard: goal-line technology, VAR, new camera perspectives. Pangl is involved with Mindfly Bodycam – most recently, the goal by Gravenberch (Newcastle–Liverpool) provided a referee's perspective at eye level. For him, it is clear: just as Formula 1 was transformed from "Lauda-Rost" to cockpit experience, fans in football will soon run along – "with referees and superstars".

As a football-romantic conservative, he bows to the evidence: technology increases fairness, transparency – and protects value creation.

AI Comes to Every Club Area – from Training Ground to CRM

Pangl sees AI not as a buzzword, but as a lever of efficiency across the entire value chain:

• Training & Tactics: situational coaching, pattern recognition, live adjustments.

• Scouting & Squad Building: data-driven profiles, injury and performance forecasts.

• Match-related Analytics: opponent profiles, set-piece optimization, workload management.

• Stadium/Commercial: dynamic pricing, fan journey, merchandise conversion, partner activation.

Early movers win: “Just like with nutrition advice and athletics 20 years ago: AI will become standard – those who operationalize it earlier gain an advantage.”

Smart Stadiums: Europe Catches Up – USA Shows the Blueprint

Europe is making progress (including Johann-Cruyff-Arena, Allianz Arena, Wembley). However, what Pangl saw in the USA 15 years ago is still considered the benchmark: personalized in-stadium journeys from check-in to checkout, real-time offers, birthday discounts, pre-ordered jerseys in the right size. Conclusion: software excellence is decisive – and smaller, agile clubs are often quicker than TV-money-saturated heavyweights.

“Champions League = Super League?” – Pangl’s sober diagnosis

For Pangl, the reformed Champions League is practically already a Super League: fixed starting spots for the big leagues, permanent presence of the same 30 top clubs, qualification "carnage" for the rest. Sportingly attractive, economically logical – at the same time, the gap is widening: one-tenth of professional clubs sit at the large feeding trough, the rest rely on solidarity payments.

"UEFA has solved it smartly. But excitement is the highest good. If it is lost, we lose the core of the game." – Georg Pangl

Austrian Reflection: Much Skill, Wrong Priorities

Pangl praises Austria's innovative strength (including ElsLab with FC Bayern, Striker Labs – Union Berlin with the fewest days missed in the Bundesliga, AXPone for club administration). At the same time, he emphasizes prioritization:

• Invest in structures instead of wrong purchases: “One fewer player, but better analytics, medicine & processes.”

• Develop own talents: Too many average transfers block breakthroughs.

• Re-launch academies: Professionalize the transition to the first team – also with AI support.

Money (Unfortunately) Scores Goals – and Data Plans Them

Saudi state funds, Premier League TV power: historical heavyweights are under pressure. New top clubs like Newcastle will buy into the title race – capital permitting. Underdog stories remain possible, but rare. Realism triumphs over wishful thinking.

Concrete Recommendations for Clubs (Any Size)

1. Anchor AI as operations: sports, medicine, scouting, ticketing, CRM – with clear responsibilities, data standards, target KPIs.

2. Prioritize injury and load management: availability is the biggest multiplier for points & transfer values.

3. Scouting 2.0: data + video + coach fit. Forecast instead of highlight reel.

4. Smart Stadium quick wins: dynamic pricing, segment campaigns, in-seat delivery pilots, post-match commerce.

5. Close the talent path: U-academy → B-team → minutes management in the first team (instead of parking/loaning without a plan).

6. Make ROI transparent: calculate every euro in analytics/medicine/process against the opportunity costs of a "failed transfer."

Looking Ahead – and a Small Oracle

Pangl's wish for Europe: Maintain excitement, contain the gap (conduct the salary cap debate factually), make competition predictable – without losing the magic.
For Austria, he is optimistic despite headwinds: World Cup qualification? “We are definitely going.” Four points from Cyprus/Bosnia would be okay, six are possible – thanks to the head coach and core players.

"Technology is a means to an end. In the end, smart priorities, clear processes – and the courage to give talents real minutes count." – Georg Pangl