New Balance continues to invest in sports marketing, this time by signing up a popular baseball player, Robinson Cano of the Seattle Mariners, and adding another nation in global football. Costa Rica's national football teams, which were previously sponsored by Lotto, will don New Balance jerseys, starting immediately, including the men's, women's, youth, beach soccer and futsal teams representing the country. After a strong performance at last year's World Cup, Costa Rica's national team is now ranked 13th on a global scale. The women's team is ranked 37th by Fifa.

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