Dinoco is an oil company run by Tex Dinoco that sponsors the Piston Cup and is the main sponsor of Strip "The King" Weathers. Every Piston Cup racecar covets the Dinoco sponsorship. In Cars, Strip Weathers is on the verge of retiring, causing Lightning McQueen and Chick Hicks to both battle for the Dinoco sponsorship. In the final race for the Piston Cup, Chick Hicks deliberately sent "The King" crashing off the track, after being fed up with coming second to him in every race. Lightning gave up his bid for the sponsorship to help "The King" cross the finish line with dignity, making Chick the ultimate winner. Although he "won," Chick was labeled a cheater by the enraged crowds who saw his stunt. And apparently, Tex refused to sponsor him. Tex offered to sponsor Lightning instead for his sportsmanship, but he quietly turned it down, deciding to stay with Rust-eze. He does however ask Tex for a helicopter ride for his friend Mater. With "The King" retired, it is uncertain who Dinoco is now sponsoring.