You don't seem to understand how m-sport works.
Toyota and hyundai's goal is get as much pr as possible, so they need the best drivers to do that.
Malcolms goal is to make as much money as possible. He doesn't need good much good drivers for that, he needs drivers that pay as much as possible. He only needs one proven driver to show the speed of the car.
Even if he would find a new big title sponsor, he would still give the car to at least one or two paying drivers.