A giant "Welcome to Vice City" sign with GTA 6 branding was installed on the roof of the Kaseya Center, home of the NBA's Miami Heat, on Tuesday, September 22, 2026. Confirmed Crews assembled the pink and white letters on the ground and lifted them into place by helicopter. The display is big enough to read from the air, including by passengers flying into Miami.
The deal
According to the Miami Herald, Miami-Dade County, which owns the arena, will receive $975,000 from Rockstar for the placement. Coming in under $1 million meant it didn't need a full county commission vote. Reports say the sign could stay up until April 2027, well beyond launch.
More Vice City marketing on the way
The sign is the first of several GTA 6 marketing efforts in and around Miami to actually go up. Others are still being negotiated:
- Miami Beach has voted to negotiate branding on beach chairs and umbrellas.
- The City of Miami is looking at allowing GTA 6 banners on private buildings downtown.
- A wider county pitch for the airport and public transport is still in talks and faces political pushback.
Not everyone is pleased. Some local officials have objected that the game glorifies violence, which is one reason the larger campaigns have moved more slowly.
Why Miami?
Vice City is Rockstar's version of Miami, and GTA 6 returns to it for the first time since the 1980s-set games of 2002 and 2006. For a side-by-side look at how the game's city lines up with the real one, see Vice City vs Miami on LeonidaMap.us.