— Welcome To Upright City
FIFA-Licensed. Talent-Focused. Women-Driven.
Upright City specializes in representing women athletes and diverse talent across sports and entertainment. We provide expert representation, contract negotiations, and commercial partnerships that empower our clients to maximize their careers—on and off the field, the stage, or the screen. Through career management, sponsorships, and brand collaborations, we secure top-tier opportunities while fostering sustainable growth and lasting impact in the global sports and entertainment industries.
Elevating All Talent.
Unlocking Opportunities.
Building Legacies.
WHY WE EXIST
Because talent alone isn't enough.
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Upright City was born from a deep understanding that behind every dream—whether on the field, the stage, or the screen—there is a complex world of business, strategy, and decisions that shape the future. As the first Uruguayan woman with a FIFA Agent License, I know what it means to break barriers, and I bring that same mindset to every athlete and talent we represent.
We exist to level the playing field—to give those often overlooked or underestimated the tools, networks, and guidance to thrive in industries that too often favor the few. Our work is grounded in trust, transparency, sustainability, and a relentless commitment to unlocking every opportunity—on the field, under the spotlight, and beyond.
This isn’t just about deals and contracts. It’s about legacy, purpose, and knowing you have a team that sees the full picture and is invested in building impact that lasts.
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At Upright City, we move with intention, think globally, and work with heart.
WOMEN'S SOCCER
MAIN PARTNER
SERVICES WE OFFER
Representation
Contract negotiations, transfers, legal protection
Commercial Partnerships
Sponsorship deals, endorsements, branding
Business Development
Project creration, Media rights, career expansion, post-career planning
We BLOG
This isn’t your average blog. It’s where football, business, and unapologetic truth collide.
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"We feel the soccer industry is ripe for disruption, and we can make a difference in helping the world improve through the sport, one City at a time, but most importantly, more women need to get involved in the business side of it if we want to grow it."
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— Alex Avellanet, Founder