Miami-Dade County has announced a $3.9 million marketing and advertising package with Rockstar Games for Grand Theft Auto VI, which releases November 19, 2026, on PlayStation 5 and Xbox Series X|S. Mayor Daniella Levine Cava made the announcement on October 28, 2026, about three weeks before launch. The game is set in a fictional version of Miami called Vice City, and the package puts that branding across the county, including at the airport, PortMiami, and on traffic signal cabinets.
| Part of the package | Where it goes | Status |
|---|---|---|
| "Welcome to Vice City" rooftop sign | Kaseya Center, downtown Miami | Installed; part of an earlier $975,000 arrangement |
| Themed lighting | Miami International Airport (MIA) and PortMiami | Planned |
| Promotional walkway displays | Pedestrian walkways from airport parking garages to the terminals | Planned |
| Decorative wraps | Selected county traffic signal cabinets | Planned |
| Media company ad purchases | Airport advertising space and the county transportation system | Separate purchases; no breakdown released |
What Miami-Dade County Announced for GTA 6
The package has two parts. The first is a direct agreement between Miami-Dade County and Rockstar Games. The second is a set of separate advertising purchases placed through two media companies that manage ad space at the airport and across the county's transportation system.
Because the $3.9 million combines both parts, it is not a single Rockstar contract, and the county hasn't released how much of the total goes to the media-company purchases. Some headlines round the figure up to $4 million, but $3.9 million is the county's exact total. Levine Cava framed the deal as a way for Miami-Dade to benefit from the attention around the release, saying the agreements "turn that excitement into additional revenue for our community."
The Kaseya Center Sign and the Park It Helps Fund
The campaign's most visible piece is a "Welcome to Vice City" sign on the roof of the Kaseya Center, the county-owned arena in downtown Miami. It went up on September 22, 2026, under an earlier $975,000 arrangement with Rockstar Games. That amount is already part of the $3.9 million, so it is not an extra sum on top of the total.
The county has allocated the money from that arrangement to a public park at Dan Paul Plaza, directly behind the arena. The park has been stuck in limbo for more than 30 years, so the deal is now tied to a long-delayed public project.
Where the Vice City Displays Will Appear
Beyond the rooftop sign, the county has planned three types of installations. MIA and PortMiami will get themed lighting, and promotional displays will line the pedestrian walkways that connect airport parking garages to the terminals. Decorative wraps will also go on selected traffic signal cabinets across the county.
The word "selected" matters. Not every signal will be wrapped, and the county hasn't named which ones will be. No installation dates have been announced for any of these pieces, so the timing is still open. For people in Miami, the Vice City look will show up in everyday places like airport walkways and traffic lights.
Who Pays and What Still Needs Approval
Under its county agreement, Rockstar covers the costs of installing, maintaining, and removing the advertising. That means the county isn't paying for upkeep or cleanup of those pieces.
The designs aren't final, either. Each proposed design and installation remains subject to county approval and must follow county content guidelines. The announcement does not say the full County Commission approved the package. Several commissioners have raised concerns that the agreements moved forward without a vote by the full commission, and some county leaders have pushed back on the deal.
What Is Not Part of the County Deal
Several other figures and ideas have circulated around the campaign. None of them is part of the county's $3.9 million package.
- Miami and Miami Beach: Both cities have completed their own advertising arrangements with Rockstar tied to the release, including temporary promotional banners in Downtown Miami and advertising on beach concession equipment in Miami Beach. They are separate local governments, so their deals sit outside the county total.
- City of Miami banners: The city's ordinance sets the terms for temporary promotional banners downtown. A maximum of $1.2 million has been projected, based on six permits at $202,000 each. That is a projection, not a guaranteed payment, because the ordinance doesn't promise that amount.
- Miami Beach campaign: A campaign worth around $4 million was discussed for Miami Beach. It belongs to the city, so it is not a county agreement.
- Earlier pitch ideas: A June pitch deck from the county floated a "Vice City Airport" experience, rail branding, and Tropical Park activations. These are proposals rather than confirmed terms, and none appear among the installations announced on October 28.
