Getting sponsorship is all about people seeing the name, even if its your own. Its like 'us and them' to the viewers, and those not so committed to the team in front will not have so much interest if they think their team is not going to be fighting. For the same reason, the press will not cover it and hype it up, so less people see the names on the car.
The 'grab' is if someone thinks 'their teams' new car is going to get, or at least trouble, the top. If the top team is out of sight, well at best they will not follow pre season, at worst, will not bother this year at all