Dinoco sponsors the Piston Cup race team associated with The King in Pixar’s Cars.
The King is a veteran blue race car and a respected champion near the end of his racing career. His Dinoco sponsorship is shown through the team’s blue paint scheme and the distinctive dinosaur logo. Dinoco is one of the most recognizable fictional brands in the Cars universe.
Rust-eze is a different sponsor: it supports Lightning McQueen in the first film and appears on his familiar red racing livery. The Piston Cup is the championship trophy and competition, not a sponsor. These names are often confused because Cars places fictional advertising brands prominently on its race cars.
Dinoco also connects Cars to Pixar’s wider visual universe. A Dinoco sign appears in Toy Story, although the brand’s role and vehicle designs differ between the films. In Cars, Dinoco is especially linked with The King and later with McQueen’s racing ambitions.