Because the adhesion force between the water and that absorbent material is stronger than the gravitational pull on the water from the Earth. Water has physical properties that can make it move against gravity in certain circumstances. This is how trees are able to extract water from the roots to feed leaves despite the fact that the cells that transport the water are dead and thus there isn’t any active pumping of the water.
Gravity is actuallly incredibly weak. A tiny fridge magnet is enough to resist the pull of the whole planet. So are your legs, every time you stand up, come to that. And there are strong attractive forces between the water and the sponge – gravity doesn’t stand a chance.
Gravity wins big time out over huge distances, though, because it drops off in strength more slowly than other forces. When the others have given up, gravity just keeps on going.
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