Do these marketing deals even do anything? Sounds like a waste of money.
In the case of GTA6 yes and no. Yes, because of the hype around the game. So it's obvious you want your name linked to it.
But on the other hand, GTA6 is releasing on two platforms only for now, and one of them isn't relevant anymore.
Unless they already know GTA6 might be a launch title for Switch 2. In that case marketing is necessary.