Miami Becomes Vice City: GTA 6's $975K Sign and Heat Night
Rockstar put a $975,000 Vice City sign on the Heat's arena, and the Heat play as Vice City on November 18. Every GTA 6 promotion taking over Miami.
Three weeks before launch, Miami is turning into Vice City for real. Rockstar has put a giant "Welcome to Vice City" sign on the roof of the Miami Heat's arena, the Heat will play as Vice City for one night on November 18, the eve of launch, and the game's branding is spreading across Miami Beach and downtown. Here's everything happening, and what it reportedly cost.
The "Welcome to Vice City" sign on the Kaseya Center
On September 22, a helicopter lowered a huge "Welcome to Vice City" sign with the VI logo onto the roof of the Kaseya Center, home of the Miami Heat. It's reportedly about 4,700 square feet.
- The price: Rockstar is reportedly paying $975,000 to Miami-Dade County, which owns the arena, a figure first reported by the Miami Herald. The money is paid in three stages, the last once the sign is working.
- The approval: because the deal was under $1 million, the county mayor could sign it without a commission vote, and some commissioners pushed back.
- The wording: under the agreement, the sign can say "Vice City" and show the VI logo, but not "Grand Theft Auto".
- How long: it's expected to stay up at least through the Heat's 2026-27 season.
- Where the money goes: local projects near the arena, though reports differ on exactly which.
It's a fitting spot: the arena itself appears in GTA 6's trailer as the Sahara Arena. Our real-life locations guide has more Miami landmarks in the game.
"A Night in Vice City": the Miami Heat game on November 18
The Heat will play the Milwaukee Bucks as Vice City on Wednesday, November 18, at 7pm ET at the Kaseya Center, the night before GTA 6 unlocks. The team will play on a custom Vice City court in special uniforms.
- Tickets: from about $107 at the back to over $1,900 courtside.
- Merch: the team store's Vice City range includes slogans that echo the famous 100% completion T-shirt from the original GTA: Vice City.
For fans in Europe, 7pm ET is already November 19: midnight in the UK and 1am in Spain. See the release time in every time zone.
Miami Beach, downtown and the streets
The sign is the biggest piece, but not the only one:
- Miami Beach: commissioners voted 4-3 on September 10 to approve a beach campaign, with ads starting October 15. Vice City beach chairs and umbrellas have appeared, along with a promotional blimp over South Florida.
- On the roads: real cars styled as GTA 6's Coquette, Cheetah and others, and a Lamborghini in Vice City police colours.
- Wynwood: new Vice City murals at the Wynwood Walls.
- Downtown: officials have cleared the way for oversized promotional banners on private buildings.
- Not everything got through: a proposal to rebrand parts of Miami International Airport as Vice City wasn't approved.
Expect more as November 19 gets closer. For everything you need before launch, see our GTA 6 launch guide.
Sources
Based on 6 videos and articles. Here are the main ones, with credit to their creators.
- ArticleGTA 6: the $975,000 'Welcome to Vice City' sign on Miami's Kaseya Centerallthings.how
- ArticleThe giant GTA 6 sign on the Kaseya Center in Miami is now upgtaboom.com
- ArticleGTA 6 marketing scale: NBA's Miami Heat becomes Vice City for one nightinvenglobal.com
- VideoMiami Is Turning Into Vice City… For Real (GTA 6, 32 Days Left)VICECITYCLIPZONLY
- ArticleGTA 6 x Miami Heat event: tickets, activities and Vice City merchgfinityesports.com
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