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It's cheaper than Ford going out and signing deals with LMP2 teams (who haven't really bit for any of the Ford engines that could be used in LMP2, be it the EcoBoost or the 5.0 Cammer V8), they already had a deal with MSR, and getting Ganassi was a big boost for them (though Ganassi runs Chevrolets in NASCAR and they are a DP engine supplier as well).
Basically, it's exactly that: a marketing campaign on the cheap, sort of like what Audi proposed by taking their 5.0 V10 and putting in the back of a DP. And Ford doesn't have to support a team that would run LM or the WEC, both of which are more expensive than their TUSCC program.
It's also sort of a deal possibly where when things go well, both in the paring will benefit, while if things don't, unless it's painfully clear it's the manufacturer's fault, they can blame the team.
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