Venue Takeovers and Branded Events
Rockstar paid nearly one million dollars to place a large glowing Welcome to Vice City sign atop the Kaseya Center. The arena will host a November 18 Miami Heat game against the Milwaukee Bucks on a Vice City-themed court featuring special jerseys and merchandise. Hard Rock Stadium has also displayed extensive GTA 6 advertising on its jumbotron and during scoring animations.
Official Concerns Over City Collaboration
County Commissioner René Garcia has stated he is really uncomfortable with the marketing and objects to the city partnering with a game that portrays Miami as a crime haven. Officials are reportedly trying to halt further deals that would add airport advertising and a four-million-dollar Miami Beach transformation, though finalization by the planned mid-October start remains uncertain.
Additional Promotions and the Vice City Blimp
A Goodyear blimp bearing Vice City branding is flying south from Ohio toward North Carolina and is expected to reach Florida for further activations. Rockstar has also installed at least one Vice City mural in Miami as part of the broader campaign that began with a Netflix gameplay reveal and related merchandise.