In Pixar’s Cars, the racing team owned by Tex Dinoco is Dinoco.
Dinoco is one of the most recognizable sponsors in the Piston Cup. Its bright blue branding appears on The King, the veteran racer who is preparing for his final race season when the film begins.
Tex Dinoco is the wealthy owner who takes control of the company after his father’s death. The team’s sponsorship is important to Lightning McQueen because winning the Piston Cup could make him the next Dinoco driver, a prospect that strongly influences his early ambitions.
Dinoco should not be confused with Rust-eze, Lightning’s existing sponsor. The film’s ending also connects Dinoco with McQueen’s career without making him immediately abandon Rust-eze. Dinoco later appears throughout the Cars franchise as a major racing and commercial brand.