In Pixar's Cars, Lightning McQueen could replace The King as Dinoco's sponsored champion.
The King is the nickname of Strip Weathers, the veteran racer driving the blue No. 43 Dinoco car. During the final Piston Cup race, he is involved in a crash caused by Chick Hicks, and McQueen gives up a clear chance to win by helping him reach the finish. Although Chick wins the official race, McQueen's sportsmanship changes how the sponsors and public view him.
Dinoco is presented as one of the sport's most prestigious sponsors. McQueen's dream is to leave his Rust-eze sponsorship for Dinoco, while Chick Hicks also wants the same opportunity. The ending shows that McQueen chooses to stay with Rust-eze, but Dinoco still rewards his character by supporting The King after his retirement.
The King is voiced by Richard Petty, a real-life seven-time NASCAR Cup Series champion. His No. 43 car is a deliberate tribute to Petty's famous racing number.