— Welcome To Upright City
FIFA-Licensed. Player-Focused. Future-Driven.
Upright City specializes in elite player representation, contract negotiations, and commercial partnerships to ensure athletes maximize their careers on and off the field. We provide expert career management, sponsorships, and brand partnerships, securing top-tier opportunities in the global game.
Elevating Athletes.
Unlocking Opportunities.
Building Legacies.
Because talent alone isn't enough.
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Upright City was born from a deep understanding that behind every athlete’s dream is a complex world of business, strategy, and decisions that shape their future. As the first Uruguayan woman with a FIFA Agent License, I know what it means to break barriers—and I bring that same mindset to every player we represent.
We exist to level the playing field—to give athletes, especially those overlooked or underestimated, the tools, network, and guidance to thrive in an industry that too often favors the few. Our work is grounded in trust, transparency, and a relentless commitment to unlocking every opportunity—on the field and beyond it.
This isn’t just about deals and contracts. It’s about legacy, purpose, and knowing you have a team that sees the full picture.
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At Upright City, we move with intention, think globally, and work with heart.
Why we exist
Services We Offer
Player
Representation
Contract negotiations, transfers, legal protection
Commercial Partnerships
Sponsorship deals, endorsements, branding
Business Development
Media rights, career expansion, post-career planning
We BLOG
Soccer isn’t just our business—it’s our obsession.
From behind-the-scenes stories and bold opinions to insights on deals, culture, and the future of the game—we’re putting it all out there. This isn’t your average blog. It’s where football, business, and unapologetic truth collide.
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We’ve lived it, we’ve learned from it, and now we’re sharing it. Dive in. Get inspired. Stay ahead.
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This is the beautiful game—unfiltered
"We feel the soccer industry is ripe for disruption, and we can make a difference in helping the world improve through the sport, one City at a time, but most importantly, more women need to get involved in the business side of it if we want to grow it."
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— Alex Avellanet, Founder