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.
Alex Avellanet is a FIFA licensed football agent and the founder of Upright City. As the first Uruguayan woman to hold a FIFA Agent License, her work has been built at the intersection of sporting credibility, commercial fluency, and international perspective.
Her practice focuses on women's football representation — supporting athletes through contract structuring, transfers, sponsorship strategy, and long-term career development. In parallel, she advises clubs and stakeholders building serious women's football programs.
Beyond the pitch, she also represents a select group of broadcasters, creators, and media personalities for brand-aligned commercial work — a deliberate extension of Upright City's category expertise.
Her approach is founder-led, partner-supported, and globally connected. Every engagement is treated as long-term architecture rather than a transaction.
Women's football specialist
Deeply focused on the sporting and commercial growth of the women's game across markets.
FIFA Licensed agent
Operating with full FIFA representation credentials and international practice experience.
Commercial development
Sponsorship strategy, brand alignment, and long-term commercial architecture for athletes and clubs.
International perspective
Cross-border representation and advisory across South America, North America, and Europe.
Connected across representation, athletes, and insights.
Work with Alex.
Representation, club advisory, commercial partnerships, and strategic development inquiries.
Contact Upright City