The people and partners behind Upright City.
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
- ◆ Founder and Builder of sports ventures, platforms, and commercial ecosystems
- ◆ High-trust global network across clubs, brands, media, and investors
- ◆ Cross-border dealmaker in representation, partnerships, and sponsorships
- ◆ First Uruguayan woman to earn a FIFA Football Agent License
Geraldine Martinez
Commercial Partner · South America
- ◆ Commercial development for women's sports across South America
- ◆ Founder and CEO of Match Entertainment
- ◆ Brand partnerships, B2B opportunities, and strategic positioning
- ◆ Corporate relations and international project execution
Partners, collaborators, and specialists.
Sports Business
Cross-border opportunity development
Brand & Sponsorship
Campaign and partnership architecture
Broadcast & Content
Storytelling and audience growth
Contracts & Compliance
Negotiation and protection
Identity & Positioning
Long-term brand development
Future Collaborator
Aligned partners welcome
Part of a larger network.
Our work sits within a broader ecosystem of clubs, partners, talent, media relationships, and commercial opportunities across sports and entertainment. Upright City believes in building through connection.
Asociación Paraguaya de Fútbol
Federación Colombiana de Fútbol
Asociación del Fútbol Argentino
Confederação Brasileira de Futebol
Federación de Fútbol de Chile
Asociación Uruguaya de Fútbol
Federación Boliviana de Fútbol
Federación Ecuatoriana de Fútbol
Federación Peruana de Fútbol
Federación Venezolana de Fútbol
Federación de Fútbol de Puerto Rico
Federación Mexicana de Fútbol
Federación Costarricense de Fútbol
United States Soccer Federation
Real Federación Española de Fútbol
Federazione Italiana Giuoco Calcio
Qatar Football Association
The Beautiful Game
These are just to name a few entities within our network.
On the board at Miami Scores.
Upright City holds a board seat at Miami Scores, powered by CONCACAF, and we support it because we believe in giving back. Building a business in this industry means little if you do not open a door for someone else. We back the next generation finding their path through learning and sport — and we stay close to the work, not just the name on the wall.
Visit Miami Scores