A former executive from Tony Stewart’s NASCAR Cup Series team is exploring a potential return to NASCAR with a unique and eerie twist under his current organization. Brian McKinley, who worked closely with Stewart-Haas Racing as vice president of sales and later as chief commercial officer, is now leading AO Racing’s commercial efforts and considering a NASCAR partnership that could introduce eye-catching Halloween-themed race liveries in the near future.
AO Racing’s Ambitious Plans May Shake Up NASCAR’s Visual Scene
Known primarily for its distinctive and creative race car designs in sports car racing, AO Racing is aiming to stand out in a different arena. The team has built a reputation in endurance and sports car events with its dinosaur and dragon-themed paint schemes. This October, AO Racing plans to debut Halloween-inspired liveries featuring skeletal dinosaur designs on their GTD Pro and LMP2 cars, known as Spike and Rexy, at the IMSA Motul Petit Le Mans finale running from October 8th to 11th. Fans attending the autograph session on October 10th are even encouraged to dress up in costumes to heighten the festive atmosphere.
Brian McKinley’s background includes significant experience working under Tony Stewart and Gene Haas at Stewart-Haas Racing, a team that secured two championships and 70 victories over a 16-year span before closing operations in 2024. Now McKinley directs AO Racing’s sponsorship strategy and is looking to expand AO Racing’s footprint to series like NASCAR and IndyCar, potentially bringing the team’s quirky branding and storytelling approach to new fans.
.@AORacingUSA is considering entering other forms of racing in the coming years including @NASCAR and @IndyCar, according to its chief commercial officer Brian McKinley who formerly worked at Stewart-Haas.— Adam Stern, Journalist
AO Racing’s focus on engaging characters and narratives, paired with its racing success, forms what McKinley describes as a “secret sauce” that fuels global interest beyond the racetrack. This creative approach might translate well to NASCAR’s competitive stage, where memorable liveries often leave a lasting impression on fans.
We’ve found, I think, a secret sauce between our racing platform being successful on the track and then our cars, characters, and stories that all support something much bigger that is drawing interest all over the globe.— Brian McKinley, AO Racing Chief Commercial Officer
Historically, NASCAR annual paint schemes have ranged from promotional tie-ins to quirky artistic expressions. Tyler Reddick’s prison-themed McDonald’s “Hamburglar” livery and Ross Chastain’s classic Busch Light winter design are examples of how race cars become canvases of creativity. AO Racing’s Halloween concept presents an even more bold and immersive theme to captivate audiences and broaden the sport’s visual appeal.
Context of NASCAR Charters and Potential New Entrants Amid Legal Disputes
The possibility of AO Racing entering NASCAR coincides with ongoing significant changes within the sport’s team structures due to legal disputes over charters. Since last year, 23XI Racing and Front Row Motorsports have lost their guaranteed starting spots due to litigation and now run as open teams. NASCAR has expressed intent to reallocate these charters, sparking interest among diverse motorsports entities.
In recent court filings from mid-2025, NASCAR indicated that various motorsports companies involved in series such as IndyCar and the NASCAR Xfinity Series have shown interest in acquiring charters. On August 25, 2025, NASCAR filed documents stating its plan to convey at least one charter to a new team, though it remains unconfirmed if AO Racing or another group will be the beneficiary.
motorsports companies racing in INDYCAR, Xfinity, and other series— NASCAR legal filing
Some speculate that the reshuffling could lead teams like 23XI Racing and Front Row Motorsports to explore competing in other series, including IndyCar or Formula 1, if charter disputes are unresolved. The involved teams have petitioned federal courts to define the market’s relevant boundaries, arguing that their options outside NASCAR are severely limited.
This legal and organizational turmoil sets the stage for a potential AO Racing entry, which could introduce fresh visuals and narratives to NASCAR’s fan base while also expanding the sport’s commercial possibilities.
Upcoming AO Racing Appearances and Fan Engagement Initiatives
AO Racing’s Halloween-themed entries at the upcoming IMSA Motul Petit Le Mans suggest a strategic build-up to a NASCAR debut. The “Skeleton Spike” and “Skeleton Rexy” liveries are designed to draw attention and create a memorable fan experience. By tying their racing program to characters and stories, AO Racing hopes to increase its reach across motorsports fandom worldwide.
Brian McKinley reports that AO Racing typically generates between $100,000 and $120,000 in sales each race weekend, showcasing the commercial viability of their branding efforts. This financial success combined with distinctive designs positions AO Racing as a potential game-changer in NASCAR sponsorship and marketing.
Looking Ahead: What a Partnership Could Mean for NASCAR’s Future
If AO Racing joins NASCAR, it could mean a new era where bold, thematic race liveries become a regular feature, adding excitement and increasing merchandise and media interest. This shift could appeal to younger fans and those interested not only in racing performance but also storytelling and fan engagement.
Still, the cost and logistics of entering NASCAR at a top level remain significant barriers. Existing Cup Series teams might find the investment prohibitive, which could open opportunities for organizations like AO Racing willing to bring a fresh approach and dedicated resources. The uncertainty caused by the ongoing charter litigation adds complexity but may ultimately open space for newcomers.
Fans and industry watchers will be closely watching the unfolding developments in the coming months, particularly as next major NASCAR races and series announcements approach. Should AO Racing move forward with its NASCAR ambitions, the sport’s visual identity and commercial partnerships might experience a thrilling, spooky twist for future seasons.
.@AORacingUSA is considering entering other forms of racing in the coming years including @NASCAR and @IndyCar, according to its chief commercial officer Brian McKinley who formerly worked at Stewart-Haas. https://t.co/RmsoeRMx1i
— Adam Stern (@A_S12) October 2, 2025
