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real-world marketing

The Miami campaign

Signs, beach chairs, murals, burgers and a basketball game

From September 2026 Rockstar's campaign for GTA 6 dressed the real Miami as Vice City. This page collects every piece with a date and a price where one is public. Confirmed

What was not paid for

The "Vice City Airport" idea, wrapped Metromover trains, a PortMiami mural, custom manhole covers and a car festival at Tropical Park were proposed by the county to Rockstar, not the other way round, and none had been signed by late October. The sheriff's statement that Miami-Dade "is not Vice City" was aimed at that pitch as much as at Rockstar. Confirmed

Why Miami

Vice City has been Rockstar's Miami since 2002, and Vice-Dale County is its Miami-Dade. Rockstar bought an image the city has sold since Miami Vice, and the city's own staff liked it enough to ask for more. Speculation

Official screenshots

Ocean Beach, official screenshot.
Ocean Beach, official screenshot.
Vice City, official screenshot from the launch gallery.
Vice City, official screenshot from the launch gallery.

Questions

How much did Rockstar pay Miami for GTA 6 marketing?

975,000 dollars for the Kaseya Center roof sign, and a 3.9 million dollar advertising package announced in late October 2026. The beach-chair deal was reported at 3 to 4 million dollars through Rockstar's agency.

Sources and further reading

Confirmed shown or stated by Rockstar Reported from press or insiders Community fan-mapped label Speculation our reading

Last updated 2026-11-06.

Kaseya Center
The Kaseya Center, home of the Miami Heat, carries a pink Welcome to Vice City sign Rockstar paid 975,000 dollars for, hosts Burger Shot and Cluckin' Bell stands, and stages A Night in Vice City on November 18, 2026.
A Night in Vice City (Heat vs Bucks)
A Night in Vice City is the Miami Heat's November 18, 2026 home game against the Milwaukee Bucks, played on a custom court in Vice City uniforms the night before GTA 6 launches.
Burger Shot
Burger Shot is Grand Theft Auto's long-running burger chain parody. In October 2026 a real Burger Shot stand opened inside Miami's Kaseya Center as GTA 6 marketing, selling a 28.50-dollar combo.
Pißwasser, Patriot and No Mames Vice City
Pißwasser, Patriot and No Mames Vice City are three GTA beer labels approved by the US Alcohol and Tobacco Tax and Trade Bureau for a Doral brewery in autumn 2026. No release has been announced.
Real-world tie-ins
GTA 6's launch campaign has spilled into Miami: Burger Shot and Cluckin' Bell stands, GTA beer labels and a Heat game themed on Vice City.

Unofficial fan wiki, not affiliated with Rockstar Games or Take-Two Interactive. Game names, characters and official screenshots © Rockstar Games / Take-Two Interactive. Text by SixStarsWanted. Spotted a mistake? Tell us and we will fix it.