Upright City
Representation · Commercial Partnerships · Business Development
A founder-led representation and business development company built for women's football and select talent across sports, media, and entertainment. We help athletes, creators, and partners unlock opportunity through strategy, negotiations, sponsorships, and long-term commercial growth.
A modern representation & development platform.
Upright City is a modern representation and business development platform built to support women athletes and other diverse talent across sports and entertainment.
Founded by Alex Avellanet, the first Uruguayan woman with a FIFA Agent License, the company operates with an international mindset and a strong focus on long-term opportunity creation.
We work especially in women's football, while supporting select talent and collaborators in adjacent sectors — media, public-facing personalities, and entertainment. We combine representation, commercial thinking, and strategic development to create lasting impact.
Read our storyBecause talent alone
is not enough.
Behind every athlete, creator, and public figure is a business reality that shapes their future.
Upright City exists to close the gap between talent and opportunity by bringing together strategy, access, partnerships, and long-term vision.
We help our clients grow not only in visibility — but in structure, earnings, positioning, and legacy.
Four pillars of opportunity.
We build careers and create business — combining representation with commercial intelligence and strategic foresight.
Representation
Strategic guidance and advocacy for athletes and talent navigating high-value career decisions.
- Contract negotiations
- Career positioning
- Professional protection
- Cross-market opportunities
Commercial Partnerships
Revenue-driven partnerships designed to grow visibility, brand equity, and long-term value.
- Sponsorship deals
- Brand collaborations
- Endorsements
- Campaign partnerships
Business Development
Opportunity creation beyond traditional representation.
- Strategic growth planning
- New project development
- Brand expansion
- Commercial roadmap design
Women's Football Advisory
Focused support for clubs, women's teams, and football stakeholders building with ambition.
- Club advisory
- Team growth strategy
- Market insight
- Commercial positioning
Built for women's football
One of Upright City's core areas of focus. We work with deep understanding of the game's sporting, commercial, and cultural growth — supporting athletes, clubs, and partners who want to build with greater intention.
Select talent across sports, media & entertainment.
While women's football is central to our identity, Upright City also works with select high-potential talent — creators, personalities, and culturally relevant figures with strong commercial upside.
Founder-led. Globally connected.
Upright City is built through a founder-led model supported by a trusted network of partners, collaborators, and specialists across football, media, branding, business development, and strategic growth.
Alex Avellanet
Founder · Upright City
The first Uruguayan woman with a FIFA Agent License. International perspective, women's football specialist, and commercial strategist with a network spanning clubs, partners, and creators across markets.
Read full founder profileCross-border opportunity development
Specialists across football, media, and brand
Legal, contractual, and structural counsel
Sponsorship, campaign, and brand architecture
Built through relationships.
A growing network of clubs, brands, partners, and talent connected through long-term alignment — not transactions.
These are just to name a few entities within our network.
Who are you reaching out as?
Women's Football Club
Strategic advisory, representation insight, and commercial development for ambitious women's football projects.
Athlete / Footballer
Representation, negotiation support, and career strategy for serious athletes looking to grow on and off the pitch.
Talent / Creator
Brand structure, partnerships, and opportunity creation for public-facing talent with commercial upside.
Brand / Commercial Partner
Explore sponsorships, campaigns, and strategic collaborations with Upright City and its network.
Let's build something bigger.
Aligned opportunities only. Founder-led response within a few business days.
Upright City staff — sign in or request an admin account.