In Pixar's Cars, which company sponsors The King?

In Pixar's Cars, Dinoco sponsors The King.

The King is the veteran racer played by Richard Petty in the original Cars film. His blue race car carries the Dinoco name and familiar turquoise branding. Dinoco is presented as one of the most prestigious sponsors in the fictional Piston Cup racing world, and its support is a major career goal for Lightning McQueen.

Lightning initially races for Rust-eze, a much smaller sponsor associated with a rusty-medicated-bumper-ointment brand. His manager, Tex Dinoco, later offers Lightning the chance to join Dinoco after The King retires. Lightning declines the immediate move and instead helps his existing Rust-eze team gain recognition.

Dinoco also appears elsewhere in Pixar's connected universe. The company is especially easy to confuse with Rust-eze because both brands are central to Lightning's racing career. In Cars 2, Dinoco is connected to the fictional Allinol fuel campaign and international racing events.