Rockstar Spends Nearly $1 Million on GTA 6 Marketing in Miami, Adds Vice City Sign to Arena Roof

Rockstar Games is continuing its marketing campaign for Grand Theft Auto 6 in Miami, the real-world inspiration for Vice City. A large “Welcome to Vice City” sign has appeared on the roof of Kaseya Center, home of the Miami Heat.

Work on the installation took several days, and the finished sign was flown onto the arena’s roof by helicopter. According to documents reviewed by IGN, Rockstar will pay Miami-Dade $975,000 to install it. Miami-Dade will therefore receive nearly $1 million from the marketing deal.

It is not clear what other activities Rockstar is planning in Miami. The company met with city officials in August to discuss various promotional possibilities, including events and even more extensive use of the airport. However, it has not yet been confirmed which of these proposals will actually go ahead.

The GTA 6 marketing campaign in Miami has also sparked controversy. Some city officials criticized the idea of promoting a game whose fictional version of Miami is closely associated with crime and violence. The city ultimately approved the campaign.

Kaseya Center is also home to the Miami Heat, so Rockstar could use NBA games for promotion. The Heat’s first home game of the new season is scheduled for October 21. It is not known whether another marketing initiative or a new trailer will appear on that occasion.

According to the documents, the sign must remain on the arena’s roof for at least a year after installation, or until the Miami Heat’s final home game of the 2026/27 season, scheduled for April 11, 2027. The marketing feature could therefore remain visible in Miami for the rest of the year and potentially until next spring.

The documents also state that the sign had to be installed by October 15, or Rockstar could withdraw from the deal. That date could therefore be another occasion for a GTA 6 marketing activity, though that remains only a possibility for now. Rockstar has often used Thursdays to share game news in the past.

Welcome to Vice City y'all 😎#miami #gta #vicecity #gtavıhttps://t.co/IxrIZRegwX pic.twitter.com/iGUvA7ScUX

— Ryan RC Rea (@volvoshine) September 22, 2026