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Watertown’s South Forty Specialties Named Associate Sponsor of 2026 Barrett-Jackson Cup

A collage featuring a custom toolbox with car graphics, Barrett-Jackson Cup logo, and sponsor logos. Background includes automotive imagery.

Northeast Radio SD News - Watertown, SD - South Forty Specialties, a local leader in design-forward furniture and workspace solutions, has officially been named an Associate Sponsor of the 2026 Barrett-Jackson Cup. The competition will take place during the Barrett-Jackson Scottsdale Auction from Jan. 17–25 at WestWorld of Scottsdale.


The Barrett-Jackson Cup is a premier event in the automotive world, featuring 50 professionally built "Resto-Mod" and custom vehicles selected from hundreds of global applications. These elite builds will compete for the Ultimate Best in Show and People’s Choice awards, judged by legendary custom builders Bobby Alloway, Troy Trepanier, and Chip Foose.


Custom Awards Designed in Watertown

As part of their sponsorship, the South Forty team is leveraging their in-house manufacturing expertise to design and craft an exclusive award package for the competition’s top finishers.

Horse statues with cacti backdrop; text reads "WESTWORLD." American flag flies nearby. Desert landscape and clear blue sky.

Winners of the Ultimate Best in Show, the People’s Choice Award, and the top four finalists will each receive:

·        A 6-foot HD South Forty toolbox, featuring a custom-designed wrap of their specific winning vehicle.

·        A signature framed canvas print of their vehicle.


"South Forty is honored to partner with Barrett-Jackson for an event that celebrates exceptional craftsmanship and automotive creativity at the highest level," said Jim Engels, President and CEO of South Forty Specialties. "The vehicles competing for the Barrett-Jackson Cup represent the meticulous attention to detail and pride in workmanship that define our own standards."


Competition Schedule and Voting

The 50 selected vehicles will be displayed in the auction arena on Jan. 17, where they will parade across the world-famous auction block. Following the parade, the vehicles will remain on public display throughout the week.

Trade show booth with merchandise, including shirts and posters. A screen displays text. Black and red theme with a checkered floor.

The selection process for the winners will unfold as follows:

·        Jan. 19–23: One "Top Five" finalist will be revealed each weekday.

·        Jan. 24 (Super Saturday): The Ultimate Best in Show and People’s Choice winners will be announced live on the auction block.


While the professional judges determine the Best in Show, automotive enthusiasts nationwide are invited to participate in the People's Choice Award. Voting will be conducted online at Cup.Barrett-Jackson.com.


About South Forty Specialties

Based in Watertown, South Dakota, South Forty Specialties focuses on creating customizable, high-end products for indoor and outdoor workspaces. From custom furniture to creative storage solutions like their signature heavy-duty toolboxes, the company emphasizes a blend of engineering and artistic pride.


By partnering with Barrett-Jackson—the world’s leader in collector car auctions—South Forty continues to expand its footprint within the high-performance and luxury lifestyle markets, showcasing Watertown-made craftsmanship on a global stage.

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