Upright City

Where Strategy Creates Opportunity.

Brand Strategy. Business Development. Representation.

We help brands, sports organizations, and talent unlock commercial opportunities through market strategy, strategic partnerships, business development, and representation. With specialized expertise in women's football, we connect business, sport, media, and entertainment.

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Founded by Alex Avellanet · FIFA Licensed Football Agent

Who We Are

Built Around Opportunity.

Upright City combines representation, commercial strategy, and business development to connect talent and organizations with opportunities that create lasting value. With women's football at our core, we also work with select personalities and businesses across sports, media, and entertainment.

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Why We Exist

Because talent alone
is not enough.

Talent opens doors. Strategy, relationships, and execution turn potential into opportunity. We bring those elements together to help our clients advance professionally and commercially.

What We Do

Three divisions. One commercial focus.

Primary division

Brand Strategy & Business Development

We help brands identify growth opportunities, develop market strategies, create partnerships, and bring commercially valuable projects to life.

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Brand and commercial strategy
Market entry and expansion
Business opportunity development
Sponsorship and partnership strategy
New projects and ventures
Commercial negotiations and execution

Women's Football Strategy & Advisory

We help clubs, brands, federations, and stakeholders build stronger sporting and commercial projects in women's football.

Club advisory
Women's football commercialization
Sponsorship development
Football market expertise
International partnerships

Women's Football Solutions

Talent Representation & Commercial Management

We represent and support selected athletes, creators, and public-facing talent through career management, negotiations, brand development, and commercial partnerships.

Athlete representation
Contract negotiations
Talent management
Endorsements
Media and brand partnerships

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Women's Football

Women's Football Is Our Specialty.

From player representation to club advisory and commercial development, Upright City brings specialized football knowledge and international business perspective to the women's game.

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Experience