With the release of GTA 6 approaching, Rockstar's massive "Welcome to Vice City" billboard, costing nearly one million dollars, has officially debuted on the roof of the Kaseya Center in Miami. This landmark building is also the home arena of the Miami Heat, and Miami-Dade County will receive $975,000 from this deal.
This marketing move previously faced public opposition from local law enforcement. Miami-Dade County Sheriff Rosie Cordero-Stutz and County Commissioner Juan Carlos Bermudez criticized the partnership for "promoting a fictional version of the community centered on crime and violence," arguing that it contradicted law enforcement efforts to maintain public safety. Despite this, the agreement proceeded; County Mayor Daniella Levine Cava signed the documents on September 10, and negotiations with Miami Beach were approved by a 4-3 vote.
GTA 6 is scheduled to launch on Xbox Series X|S and PS5 on November 19. The Kaseya Center signage will remain in place at least until the Miami Heat's final home game of the 2027 season, during which national television broadcasts will undoubtedly provide considerable additional exposure.
In addition to the Kaseya Center, Miami Beach and the city of Miami itself have partnered with Rockstar to host offline marketing displays for GTA 6. Since the game's major reveal on Netflix, Rockstar has released very little information beyond guidelines restricting mods. This significant investment in real-world city landmarks is seen by outsiders as its largest offline promotional effort to date.