IMO, that's part or all of his "endorsement" deal.
All or 1/3 of $100,000 in cash, 5% equity interest, and 10% of any and all marketing dollars paid, solely in marketing the Acquired IP, inuring directly to the benefit of Quintin Crye’s Racing Team(s). http://ih.advfn.com/p.php?pid=nmona&article=62695296
I'm making this assumption based on what he brings to the table, which is a NASCAR audience.
Unless of course, when Crye isn't racing cars, he's a chemist in a lab cooking up vitamin-infused creamer formulas.