The company's branding uses a pale blue shade referred to as "Dinoco blue", originally created for Richard Petty's racecar. "The King" is portrayed with Dinoco branding as #43, a Plymouth Superbird. Dinoco is the most lucrative sponsor in the Piston Cup, a parody of NASCAR's Grand National driver's trophy series, which was originally called Winston Cup[49] lending its name to the "Dinoco 400" race at the "Motor Speedway of the South", an enlarged Bristol Speedway. Its owner Tex is a loyal, longtime sponsor of The King #43, a veteran racer on the verge of retirement.[22] This corporate sponsorship is the primary trophy for which the race cars in Cars contend. The Dinoco brand features prominently in much Cars-related merchandise.