By Federico Calabrese
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Index
Sporting directors who change the vision and philosophy of an entire club. Quiet directors, like Christoph Freund. Born in 1977, the Austrian has transformed the way of thinking within the Red Bull group, especially during his time as sporting director of Red Bull Salzburg.
Freund’s Rise at Salzburg
Now the sporting director at Bayern Munich, Freund gained recognition for his outstanding work behind the scenes in Austria. At Salzburg, he built a scouting model based on analytical data monitoring, with a focus on traditionally overlooked leagues. A perfect balance between data and human qualities — because for Freund, face-to-face relationships have always been fundamental. Personal connections are a core part of his professional approach.
Figures, Deals, and the Move to Bayern Munich
Under Freund’s guidance, Salzburg generated around €380 million in profits from player sales. The most sensational discovery? Erling Haaland, brought from Molde for just €8 million. We all know how that turned out.
But there’s more: Freund was also behind the signings of Sadio Mané from Metz for around €5 million and Dayot Upamecano from Valenciennes for €1.5 million. His strategy combines meticulous global scouting and a strong focus on the club’s youth system — Dominik Szoboszlai, now thriving at Liverpool, came straight from Salzburg’s academy.
A New Challenge at Bayern
Scouting, identity, the pursuit of perfection to create the ideal model. That’s exactly what Freund has been trying to do at Bayern Munich since 2023: rejuvenate a squad that has reached the end of its cycle. Fewer established stars, more young talents with room to grow — a philosophy similar to that of Luis Campos at PSG.
After Salzburg, now a new challenge — but with the same key ingredients: passion, attention to detail, and in-depth analysis.
By Federico Calabrese
