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About Us

Upright City is a leading soccer business development agency based in Miami, Florida. Our mission is to grow the global sport by changing the landscape, its narrative, and engagement with the greatest in the industry. We strive to leave a lasting legacy in every city we work with.

 

Our team is made up of relentless individuals with over 30 years of combined experience, and our passion for the sport and desire for progress drives everything we do. We specialize in helping entities, teams, players, and brands increase awareness, build safe spaces, create opportunities, add value, educate, expand reach, generate conversion, ignite collaborative alignments, and inspire others.

 

By combining these aspects, we ensure that soccer is a positive tool for growth and change - both on and off the field. Our goal is to make the sport a unifying force in communities, giving people a reason to feel pride in the place they live.

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Our Core Values

Our core values are simple but effective and we apply them in everything we do.

Integrity

Know and do
what is right.

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Inclusion

Football is for the world and everyone in it.

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Responsibility

Accountability
across the board.

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Respect

Treating others, the way you want to be treated.

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Sportsmanship

Being a fair player and great teammate.

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Social Responsibility

Act in the best interest of our environment and society.

The Lineup

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Alex Avellanet

Founder & Principal

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Pablo Lima

Coach Director

Enoch Showunmi

Sports Director

Rob Morrison

Events Director

Claudia Alvarez

Project Manager

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