Rockstar Games and Miami-Dade County have reportedly finalized a $3.9 million advertising agreement to expand Grand Theft Auto VI’s real-world marketing campaign across Miami. The arrangement includes Vice City-themed lighting at Miami International Airport and PortMiami, promotional displays along airport pedestrian walkways, and branded installations on transportation infrastructure.
RockstarINTEL reported the agreement on October 28, citing a new press release from Miami-Dade County Mayor Daniella Levine Cava. The reported announcement marks a significant development for a promotional partnership that had faced opposition from county officials during negotiations in September and October.
The $3.9 million figure reportedly covers existing and additional GTA VI advertising across county-owned locations. One installation already in place is the large “Welcome to Vice City” sign on the roof of the Kaseya Center, home of the Miami Heat. That display was installed in September as an early part of the game’s Miami marketing campaign.
Under the newly reported arrangement, Vice City-themed lighting will be introduced at Miami International Airport and PortMiami. Promotional displays are also planned for pedestrian walkways connecting airport parking garages with terminals, while selected traffic signal cabinets throughout Miami-Dade County will receive decorative wraps.
Additional advertising purchases are expected through media companies representing Miami International Airport and the county’s transportation system. The report states that installation, maintenance and removal costs associated with the promotional signage will be covered by Rockstar rather than county taxpayers.
Concept images accompanying the reported announcement illustrate how the proposed installations could appear at Miami’s airport, seaport and other public locations. These images represent planned promotional designs rather than completed installations, and specific completion dates have not been provided.
The reported agreement follows weeks of debate over whether Miami-Dade County should allow public facilities to promote a video game centered on criminal activity.
In September, County Commissioner Juan Carlos Bermudez and Sheriff Rosie Cordero-Stutz publicly opposed the proposed partnership. Their objections focused on the use of county-owned infrastructure to advertise a game featuring violence, car theft and criminal activity.
Earlier proposals included temporarily presenting parts of Miami International Airport as “Vice City Airport,” wrapping public transportation vehicles in GTA VI artwork and installing themed decorations across county facilities.
At the time, the mayor’s office acknowledged discussions with Rockstar but emphasized that no broader agreement had been formally approved. Subsequent county commission meetings continued examining the proposed advertising arrangements and the extent of the mayor’s authority to negotiate them.
The October 28 report indicates that negotiations have now progressed to a broader promotional arrangement, although the underlying agreement and its complete contractual terms have not been independently reviewed.
Mayor Daniella Levine Cava framed the campaign as an opportunity for Miami-Dade County to benefit financially from worldwide interest in GTA VI. The reported agreement would allow the county to generate advertising revenue while using locations that helped inspire the game’s fictional setting.
Vice City, GTA VI’s fictional interpretation of Miami, is central to Rockstar’s recreation of the wider state of Leonida. The developer’s research into Leonida and the game's world-building has emphasized the importance of Florida’s locations, culture and atmosphere to the upcoming title.
The advertising expansion also adds to other Miami-based GTA VI promotions. The Miami Heat have announced a Vice City-themed game night on November 18, featuring a customized basketball court, special uniforms and arena activations.
Grand Theft Auto VI is scheduled to launch on November 19, 2026, for PlayStation 5 and Xbox Series X|S. The reported agreement would extend the game’s marketing presence beyond traditional advertising into public locations used by Miami residents and international visitors.
Rockstar and Miami-Dade County have not provided a complete public installation schedule in the material reviewed, leaving the exact timing of the additional airport, port and transportation displays unclear.
