I just found this on Jalopnik. I found it especially funny after his “number 2 driver” comment as he won the race. 

If you still don’t get it LOOK CLOSER!

It reminds me of the unchi (poo) toys and merchandise you can buy here in Japan

This is a gold unchi, which is for good luck but there is unchi candy, icecream, plush toys, keychains, lighters and all sorts of crap (excuse the pun)