Rust-eze is the name of Lightning McQueen's longtime sponsor in Pixar's Cars films.
Rust-eze is presented as a fictional automotive product associated with rusty-vehicle treatment. Its orange branding appears on McQueen's racing decals and on the team's equipment. The sponsorship is especially important in the first film because McQueen's commercial identity is tied to the Rust-eze team before his ambitions expand.
The sponsor's founders, Rusty and Dusty Rust-eze, discover McQueen after his journey through Radiator Springs. Their support helps him return to the Piston Cup circuit, and the brand remains part of his career in later stories.
Dinoco is the most common source of confusion. It is another fictional brand and a major racing sponsor, but it is not McQueen's original longtime sponsor. Other Cars brands, such as Octane Gain, Mood Springs, and Nitroade, appear as competing racing teams and products.