Rust-eze is Lightning McQueen's first sponsor after he reaches Radiator Springs in Pixar's Cars.
Rust-eze is an automotive product brand promoted by the brothers Rusty and Dusty Rust-eze. Their rusty orange cars become important to McQueen after his accidental arrival in the small desert town.
At the beginning of the film, McQueen is eager to leave Rust-eze behind because he wants the prestigious Dinoco sponsorship. His experiences with the residents of Radiator Springs change his priorities, however, and Rust-eze remains part of his racing identity.
A common mix-up is naming Dinoco as the first sponsor. Dinoco is the coveted sponsor McQueen hopes to earn after the Piston Cup finale; it is not the sponsor he starts with.