Team & Network
Founder-led. Globally connected.
Upright City is built through a founder-led model supported by a trusted network of partners, collaborators, and specialists across football, media, branding, business development, and strategic growth.
Founder
Alex Avellanet
Founder · Upright City
- ◆ Founder and Builder of sports ventures, platforms, and commercial ecosystems
- ◆ High-trust global network across clubs, brands, media, and investors
- ◆ Cross-border dealmaker in representation, partnerships, and sponsorships
- ◆ First Uruguayan woman to earn a FIFA Football Agent License
Commercial Partner
Geraldine Martinez
Commercial Partner · South America
- ◆ Commercial development for women's sports across South America
- ◆ Founder and CEO of Match Entertainment
- ◆ Brand partnerships, B2B opportunities, and strategic positioning
- ◆ Corporate relations and international project execution
Network
Partners, collaborators, and specialists.
Strategic Partner
Sports Business
Cross-border opportunity development
Commercial Partner
Brand & Sponsorship
Campaign and partnership architecture
Media Partner
Broadcast & Content
Storytelling and audience growth
Legal Advisor
Contracts & Compliance
Negotiation and protection
Brand Strategist
Identity & Positioning
Long-term brand development
Open Seat
Future Collaborator
Aligned partners welcome
Ecosystem
Part of a larger network.
Our work sits within a broader ecosystem of clubs, partners, talent, media relationships, and commercial opportunities across sports and entertainment. Upright City believes in building through connection.
These are just to name a few entities within our network.