Spending money on developpers, casters etc. seems to be problematic and "marketing" the game is not a very efficient use of the money.
I would suggest the money should be spent to just optimize the game. better tools for map developers, a few ladder options more and some nice servers to reduce the lag and disconnection issues. Just anything that makes the CURRENT playerbase happy.
let's face it, the period we have in our life where we enjoy playing a game like this is limited. And FAF did already an amazing job as a community to keep this game alive. But I dont think the goal should be to re-promote the game to try to catch up to games with larger player bases. I dont see any way that could be successful nor is it necessary.
Just use the money to optimize the game itself further (technically and if possible with new features) but let's not try to go down a "game publisher" kind of way.