A modern platform for representation & growth.
Upright City is built for women athletes and diverse talent across sports and entertainment — combining representation, commercial intelligence, and long-term strategic development.
Alex Avellanet
First Uruguayan woman with a FIFA Agent License
Alex founded Upright City to build a representation platform that operates with international perspective, commercial sophistication, and a deep focus on women's football and culturally relevant talent.
Her work spans athlete advocacy, contract negotiation, sponsorship strategy, and cross-border opportunity creation — informed by years inside the business of football and the wider sports and entertainment industry.
Geraldine Martínez
Women's Sports Commercial Strategy — South America
Commercial strategy for women's sports across South America. As founder and CEO of Match Entertainment, she develops partnerships, B2B opportunities, and brand-led projects.
Her experience spans hospitality, entertainment, brand positioning, corporate relations, and international events. Geraldine combines strategic vision, negotiation, and relationship building to turn connections into commercial opportunities and measurable growth.
Strategy. Access. Long-term thinking.
We don't approach representation as a transaction. Every relationship is designed for compounding value — career structure, commercial growth, and positioning that endures beyond a single contract or campaign.
Founder-led, partner-supported, globally connected. Upright City stays agile while delivering high-value access across markets.
See what we do