Alex Avellanet.
The first Uruguayan woman with a FIFA Agent License.
Founder of Upright City — a founder-led women's football representation and advisory firm, with select talent representation across sports, media, and entertainment.
FIFA Licensed Football Agent.
Alex holds a FIFA Football Agent License and is the first Uruguayan woman to obtain it. She represents women footballers in contract negotiations, transfers, and career planning, working within the FIFA Football Agent Regulations.
Alongside representation, she leads Upright City's commercial and business development work — originating partnerships and projects across sport, media, and entertainment.
Representation
Contract negotiation, transfers, and career planning for women footballers.
Women's football
Focused on the sporting and commercial growth of the women's game.
Business development
Partnerships, sponsorships, and new projects across sport, media, and entertainment.
International markets
Working across South America, North America, Europe, the MENA region (Middle East and North Africa), and Asia.
Interviews, articles, and speaking engagements are shared across our network. For press or speaking requests, please get in touch.
Connected across representation, athletes, and partnerships.
Work with Alex.
Representation, club advisory, commercial partnerships, and strategic development inquiries.
Contact Upright City