In Pixar's Cars, which company sponsors Lightning McQueen before Rust-eze?

In Pixar's Cars, Smell Swell sponsors Lightning McQueen before Rust-eze.

At the beginning of the film, Lightning is a rookie racer competing for the Smell Swell team. His primary goal is to win the Piston Cup and secure a major sponsorship, especially the prestigious Dinoco team associated with The King.

After Lightning becomes stranded in Radiator Springs, Rust-eze becomes connected to his public identity. Rust-eze is the rusty-vehicle-medicated-bumper-ointment brand owned by Rusty and Dusty Rust-eze. Lightning initially dislikes the association, but the sponsorship becomes part of the story's resolution.

Smell Swell is easy to overlook because it appears mainly in the opening racing material, while Rust-eze is central to Lightning's later career. Dinoco is also not the original sponsor: it is the team Lightning hopes to join after The King retires.