In Pixar's Cars, The King is associated with the Dinoco sponsor.
Strip “The King” Weathers is a highly successful veteran racer and the reigning Piston Cup champion when the story begins. His blue car carries Dinoco branding, including the sponsor's distinctive dinosaur logo. Dinoco is presented as one of the most prestigious brands in the racing world of Cars.
The sponsor matters to the plot because Lightning McQueen wants to replace The King on the Dinoco team. Lightning's ambition is initially focused on winning the championship and securing a major sponsorship, rather than on friendship or community. His rivalry with The King and Chick Hicks drives the final race.
Rust-eze is Lightning McQueen's sponsor, while Chick Hicks is linked with Hostile Takeover Bank. Other race cars carry brands such as Octane Gain and Mood Springs. These fictional companies make the film's racing world resemble real stock-car sponsorship without using real racing teams as the central sponsors.