[2] In late 1991, Frye went to work for Valvoline, as running their motorsports sponsorship program for NASCAR and the World of Outlaws.
[2] Working with driver Mark Martin and Roush Racing, the Valvoline sponsorship received the most television exposure according to sponsor reports.
Setting up an ownership group consisting of Read Morton, Tom Beard, and Nelson Bowers, Frye served as General Manager of the team.
In the Skittles racing team's first season of existence in 1997, driver Derrike Cope finished 27th in the final points standings.
[4][5] Amid financial troubles, on July 25, 2007, Ginn Racing announced it had merged with Dale Earnhardt, Inc., effectively ending the team's existence.
[6] In late 2007, Frye went to work for Red Bull Racing Team as they began to establish a NASCAR presence.
[8] In 2009, Vickers scored the first Cup Series win for the team at Michigan International Speedway and made the NASCAR playoffs, finishing 12th in points.
[12] Despite this, Kahne scored the team's final victory at the November race at Phoenix, while Vickers struggled for most of the year, resulting in a 25th-place points finish.
[14] In November 2013, Frye became the chief revenue officer of Hulman Motorsports, which comprised the IndyCar Series and the Indianapolis Motor Speedway.