I've always been confused about open-source projects that go big on marketing themselves. Building a good community around open-source projects holds obvious advantages as you'd always need contributors to push the project through its future generations. As far as I can see, Kivy is supported by a group of independent developers. Kivy (as a group) must have spent money in marketing the product, launching developer co…
I don't think kivy (as a group) does anything except recently the contest, and things like maintaining a g+ account, mailing list, posting on hn or reddit if something intersting happens etc. - were you thinking of anything in particular here?
> launching developer contests
This was funded entirely from sponsorship, you can see the list on the contest page (http://kivy.org/#contest).
> publishing books on Kivy (I've seen a couple books on Kivy by O'reilly)
Publishers commission books because they think they will make money, not because kivy pays them to - actually, I don't think any of the core developer team have been directly involved in kivy books.
> and other stuff
Honestly, not really - I can't think of any other expenses except small things like powering the website server.
> I've always been confused about open-source projects that go big on marketing themselves.
I don't think kivy is really big on marketing itself - if anything, maybe the opposite. I've wondered before if its relatively unknown status (compared to phonegap etc) is at least partly because we don't advertise much, though it may just as well be that more people are interested in html.
Things like the developer contest are great to build interest and get the word out that kivy exists, and as you said yourself have obvious advantages in maintaining and growing the community - if this is 'going big' on marketing, I don't think that term is very meaningful.