In 1923, he joined South Melbourne as coach, and for his first three years in charge he did so in a non-playing capacity, but from 1926 to 1928 took the field as captain.

His tally of 108 games as South Melbourne coach remained a record for more than half a century until passed by Ian Stewart in 1981.

In later years, Pannam returned to Collingwood and filled a range of administrative roles including team manager of the under-nineteens and secretary of the Old Players' Association.

Brunswick finished fourth in the home and away rounds and fell seven points short of Port Melbourne in the first semi-final.

Pannam moved to coaching only during the season for health reasons and the club finished ninth, being one of the bottom four eliminated two rounds prior to the finals.