• by David Goetzl  @dgoetzl, June 28, 2011

ESPN said Brown-Forman, K-Swiss, HP and 20th-Century Fox would be new associate sponsors of its ESPY Awards, which has its 19th edition on July 13.

Presenting sponsors Capital One and Castrol will be returning. This year, the event features Seth Meyers of "Saturday Night Live" as host. The annual event is held during the MLB All-Star break, when there is a brief gap in the sports TV schedule.

ESPN said it would offer ancillary content on platforms such as ESPN.com and other platforms.

Brown-Forman is using its associate sponsorship for its Jack Daniels brand. Gatorade, Hennessy and SuperCuts are among the returning associate sponsors.

The ESPYs seek to bridge sports and entertainment, while celebrating the past year in sports.