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If this company carves out the niche it needs and aligns itself with marathons or yoga studio chains, there can be some longevity," she said. "But to say it can **shell out support dollars** anywhere near the big gus (is asking too much). So often, the end game is do you get bought by a bigger player or do you fade out and make room for another new product?"

I know shell out means to pay... but what about "support dollars"? How would you express this to make it sound natural and not literal. Do you think support dollars refers to money received from child support?

I hope you can help. Thanks!
Natalia