put skin in the game
n. To take an active interest in a company or undertaking by making a significant investment or financial commitment.
Other Forms
What brought The Right Start to Guidance Solutions was its search for an outsourcing partner that was interested in both technology and business.

"Everybody we talked to understood the technology, but Guidance Solutions was the only one that asked us questions about the business," Welch says. "And they were willing to put skin in the game."
—Michael Vizard, “Getting The Right Start online with an equity partner,” InfoWorld, November 01, 1999
While Microcom was willing to part with some of its precious cash for Parthenon's expertise, the consultants had a different idea: pay us in stock. Microcom agreed, granting Parthenon options on 195,000 of its shares with a $ 2 strike price. 'That sent a good message to the midlevel managers at Microcom,' Collins recalls. 'It said that the outside guys believed in the company and were willing to put some skin in the game.'

'Putting skin in the game' — it could be the slogan of a new era.
—Edward O. Welles, “Put skin in the game,” Inc., June 01, 1999
1993 (earliest)
One Bell is even prepared to give up a past moneymaker. Ameritech says it will throw open its local business in exchange for FCC permission to enter the long-distance market. Explains Ameritech CEO William Weiss: "To be a full-service player, we're willing to put our skin in the game."
—Justin Martin, “Baby Bells branch out,” Fortune, November 01, 1993