Rockstar Games has reportedly spent nearly $1 million to install a “Welcome to Vice City” sign in Miami as part of Grand Theft Auto 6’s marketing push.
Fans have been monitoring the construction of the sign for the last few days, and it’s finally complete. The sign was lifted to the top of the Kaseya Center by a helicopter this afternoon and firmly installed on the roof. Now, those who fly over the arena will be able to look out their window and see a greeting from Rockstar itself. You can see the sign below.
Welcome to Vice City y’all 😎#miami #gta #vicecity #gtavıhttps://t.co/IxrIZRegwX pic.twitter.com/iGUvA7ScUX
— Ryan RC Rea (@volvoshine) September 22, 2026
According to Miami Herald journalist Doug Hanks, Rockstar Games paid just shy of $1 million to install this sign. Miami-Dade is expected to collect $975,000 for the sign from Rockstar as part of a marketing agreement. As of right now, it’s unclear how else Rockstar plans to market GTA 6 in Miami, but there were extensive conversations with the city in August that involved pitches for various events, a takeover of the airport, and more. Whether any of those will actually happen are up in the air at the moment.
The city also had a somewhat contentious battle over whether or not it should play a role in marketing Grand Theft Auto 6, since the game revolves around crime and allows the player to gun down police and civilians. However, the city ultimately ruled in favor of the campaign in the end.
The Kaseya Center is also where the Miami Heat plays, so it’s possible Rockstar might also leverage the NBA to market GTA 6. Miami Heat’s first regular season home game will be on October 21, and it wouldn’t be surprising if the broadcast features a shot of the signange. Whether Rockstar will debut any kind of trailer or other marketing around the broadcast remains to be seen, but it would come at an ideal time. By that point, GTA 6 will be just under a month away from launch, and TV spots will likely begin advertising the release to get more mainstream audiences aware.
Documents reviewed by IGN reveal that the sign will remain on top of the arena either for “the latter of one year after” installation or until the last home game of Miami Heat’s 26-27 season, which is scheduled for April 11, 2027. This suggets that the signage will be visible through the rest of 2026, with it also possibly lasting until the spring. The documents also reveal that the sign had an installation deadline of October 15 or else Rockstar could terminate the agreement. It’s possible that October 15 will be another marketing beat for GTA 6, as it falls on a Thursday, which is a day that Rockstar has historically used for news about the game.
Grand Theft Auto 6 will release on November 19 for Xbox Series X|S and PS5.