King of Queens

If it's better to be lucky than smart... the smarter sponge is doing a good job of it lately. SpongeTech, despite keeping U.S. Open activation at a minimum, curiously managed to take center stage during two of the fortnight's most memorable moments. Don't believe me? See for yourself...

Simple name awareness is their goal and they have done an effective job of using sports to efficiently buy media. Is it just me or are these guys always in the right place at the right time? For a first time sponsor, this will help juice the media ROI. But perhaps that's what happens when you buy everything under the sun... literally. Right next door at Citi Field, same story ...

So far, Serena's meltdown has 2MM YT views, the ball boy trip has 1MM and the Mets not so coy call out has a paltry 2,600.

Lucky break? Perhaps. Corporate sales conspiracy theorists might say otherwise.