• by David Goetzl  @dgoetzl, June 24, 2010

Castrol, which had prominent on-field signage during the World Cup this week, and Capital One, with a marketing budget resembling bottomless capital, will join as top-line sponsors for the ESPY Awards next month.

Along with the presenting sponsorships, the motor oil and financial services marketers will each have their names attached to an award during the ESPN show, which seeks to meld sports, celebrity and pop culture. It will air live for the first time in years in July, with Seth Meyers of "Saturday Night Live" as host.

Also, Miller Lite and EA Sports are among the returning second-tier sponsors, joining first-timers Old Spice and Hennessey and two others in that role.

While sponsorships bring with them advertising placements across a slew of ESPN media, there are also event-marketing initiatives, such as Hennessey backing a pre-party and Miller Lite a post-party one. Kellogg is backing a breakfast with its Frosted Flakes attached.

During ESPN's telecast of the U.S. team's stirring win at the World Cup this week, a Castrol billboard appeared on the rotating digital signage that surrounds the field during the action. (That inventory is not believed to be sold by ESPN.)

In March, ESPN and Capital One inked a deal for the network to offer the former Florida Citrus Bowl -- now the Capital One Bowl -- through 2018.

ESPN airs the ESPYs on the day after the Major League Baseball All-Star game annually, arguably the quietest day in sports each year. This year, it will be held July 14.