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, venture builder, and the founder of Upright City. Her work operates at the intersection of women's football, business development, media, and international opportunity creation.
Through Upright City, she represents women footballers across contract negotiations, transfers, sponsorship strategy, and long-term career development. She also advises clubs and stakeholders seeking to build credible and commercially sustainable women's football programs.
Beyond athlete representation, Alex builds ventures, partnerships, and commercial ecosystems across sports, media, and entertainment. She works with a select group of broadcasters, creators, executives, and emerging properties to develop brand-aligned opportunities.
Her advantage is a high-trust international network and the ability to move opportunities from introduction to execution. She does not simply participate in existing systems—she builds the relationships, structures, and platforms required to create new ones.
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