In Pixar's Cars, Rust-eze is Lightning McQueen's racing sponsor at the start of the film.
Rust-eze is a fictional brand of rusty-bumper ointment run by brothers Rusty and Dusty Rust-eze. Lightning views the sponsorship as a temporary step because he hopes to replace it with the prestigious Dinoco team after winning the Piston Cup.
The sponsor is central to Lightning's early ambition. His confidence and impatience are tied to the belief that individual speed matters more than teamwork or loyalty. During his time in Radiator Springs, his relationship with the Rust-eze owners changes, and the brand remains connected to his racing career throughout the trilogy.
Dinoco is the major sponsor Lightning wants to join, not the sponsor he begins with. Octane Gain and Mood Springs are other fictional teams in the Piston Cup field. The correct starting sponsor is Rust-eze.