The Rockstar Games brought the campaign for Grand Theft Auto VI to Miami's physical space with the installation of a large “Welcome to Vice City” sign on top of the Kaseya Center, the Miami Heat's arena. The letters were hoisted by helicopter on Tuesday (22), less than two months before the game's release.
Miami-Dade will receive US$ 975,000 from Rockstar for the marketing agreement tied to the sign, according to information released about the contract. The Kaseya Center belongs to the county and is in the central area of Miami, turning one of the city's most visible spots into part of the GTA 6 campaign.
The agreement was signed by Miami-Dade Mayor Daniella Levine Cava, using the authority that allows the office to enter into contracts below US$ 1 million without a vote by the county commission. The administration said the funds will be allocated to the development of a public area behind the arena.
The move brings directly to Miami the identity of Vice City, the fictional city inspired by the region and the main setting of GTA 6. Rockstar itself describes the new game as a return to a modern Vice City, within the fictional state of Leonida.
GTA 6 campaign advances into real spaces in Miami
The sign is part of broader discussions between local authorities and Rockstar about promotional actions in the region. Among the ideas previously debated were activations on public properties and even references to “Vice City” at Miami International Airport, although those proposals have not been confirmed as part of the Kaseya Center agreement.
The rapprochement also caused disagreements within the local government. Miami-Dade Sheriff Rosie Cordero-Stutz and Commissioner Juan Carlos Bermudez spoke out against the use of public properties and brands to promote GTA 6, citing the franchise's portrayal of crimes and violence. Other commission members questioned the process used to finalize agreements below the threshold that requires a vote by the board.
Despite the discussions, the installation at the Kaseya Center moved forward and placed the campaign directly in the cityscape that served as the main reference for Vice City.
Grand Theft Auto VI will be released on November 19, 2026 for PlayStation 5 and Xbox Series X|S.
