• by Wayne Friedman , July 1, 2013

Nine new associate sponsors will come aboard for ESPN’s 21st annual “ESPY Awards” later this month -- with Capital One returning as presenting sponsor of the show for the second year.

The network’s annual overall sports awards show will also see Capital One as “presenter” of the nomination show and ESPY voting. Also, the Capital One Cup will be awarded at the ESPYs, which recognizes excellence in collegiate athletics.

The new associate sponsors include Asics, Beats by Dr. Dre, Depend, GMC, Hennessy V.S., Old Spice, Unilever Clear, Vizio andXbox. Returning associate sponsors include 21th Century Fox, Gatorade and Miller64.

This year's show will be hosted by Jon Hamm of "Mad Men," airing on July 17th at 9 p.m. ET.

Sponsorship benefits -- apart from special events -- include media components across many of ESPN’s platforms, such as ESPN, ESPN2, ESPN Deportes, ESPN.com and ESPN’s Mobile web site along with ESPN Radio and ESPN The Magazine.

GMC will be the presenting sponsor of ESPN The Magazine’s pre-party. Gatorade, Hennessy V.S., Miller64, Old Spice, as well as Vizio, will be associate sponsors. Additionally, Miller64 will be the presenting sponsor of the official ESPYS Post Party.

Ratings for the 2012 ESPYs were at 2.4 million viewers up 14% from 2011, which witnessed the lowest rated ESPY Awards. Ratings for 18-49 viewers were at a 0.38, up 23%; and ratings for 18-34 were at a 0.43 up 26%.