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About Us

Upright City, is a soccer business development agency based in Miami, Florida, focusing on growing the global sport by changing the landscape, its narrative, and engagement with the greatest in the industry to leave a legacy one City at a time. We are propelled by relentless individuals with over 30 years of experience combined who strive for progress and are passionate about the sport. 

We specialize in helping entities, teams, players, brands, increase soccer awareness, build safe spaces, create opportunities, add value, educate, expand reach, generate conversion, ignite collaborative alignments, and inspire others. Combining these aspects can ensure that soccer is a positive tool for growth and change - both on and off the field. Soccer can unite our cities and give 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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Diego Barassi

Partner 

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Pablo Lima

Coach Director

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Enoch Showunmi

Sports Director

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Claudia Alvarez

Project Manager

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Rob Morrison

Events Director