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.
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