In Pixar's Cars, Dinoco sponsors the Piston Cup racing series.
Dinoco is one of the film's most recognizable fictional brands. Its turquoise color scheme and orange dinosaur logo appear on race cars, service stations, and merchandise within the Cars universe. The company is presented as a prestigious sponsor that Lightning McQueen hopes to represent.
The 2006 film's central race story involves a three-way tie between Lightning McQueen, Chick Hicks, and The King. Dinoco's sponsorship matters because winning the Piston Cup offers the champion the chance to become Dinoco's new racing representative. Lightning initially focuses on the commercial reward rather than relationships.
Dinoco is sometimes confused with Rust-eze, the sponsor already backing Lightning McQueen. Rust-eze uses a rusty red-and-yellow identity, while Dinoco is associated with the blue-green color palette and the Piston Cup's top sponsorship opportunity.