Put up end

Guys, hi!
Could you help with this sentence: "Company was preparing itself to be acquired, it was not putting up its end of the financial investments, and its interests were only short-term" - what does this "putting up its end..." phrase mean? Was the company searching for the investments?
Thanks a lot!

I think it relates to this meaning of "end":

Merriam-Webster online:
END -- 5 a : a share in an undertaking. Kept your end up.