Talk about return on investment -- companies such as Corona, AutoNation, Toyota and Checkers (the fast-food restaurant chain) all signed sponsorship deals with Miami before the LeBron news, so their marketing departments are looking particularly savvy right now. But the biggest winner has to be Assist-Card, a travel insurance and assistance company that only opened its U.S. sales office in 2009.

Before last season, on the heels of Miami's mediocre 43-39 campaign in '08-09, the company inked a five-year pact to be the team's "presenting sponsor" for the entire regular season. Its logo appears alongside the Heat logo in just about every official communication related to the team, including in ads for other team sponsors. Jason Schreier, the company's senior director, said he "had faith" in Heat owner Micky Arison and president Pat Riley to keep the team competitive, even when Wade seemed disenchanted at times last season.

"I won't lie, there were a few games when our suite was not full," says Schreier. "We expect that won't be a problem this year." Schreier described Assist-Card's deal with the Heat as "significant," but would not specify how much the company pays for its sponsorship, which is a fully-integrated media package that includes signage inside and outside the arena, as well as a prominent display in the arena concourse.

"We haven't gotten the deal appraised, but the value of it has probably quadrupled in the last 48 hours," said Schreier. "To say we're thrilled would be an understatement."