Rockstar Games spent $975,000 to install a massive 'Welcome to Vice City' sign on the Kaseya Center roof in Miami-Dade County. This marketing push for Grand Theft Auto VI sparked immediate political backlash because the game depicts Vice City as a hub of violent crime. The controversy highlights the tension between corporate branding and local community reputation in the lead-up to the game's launch.
Miami-Dade approves $975,000 GTA 6 marketing deal without county board vote
The installation features giant pink letters spelling out the game's fictional setting. Miami-Dade Mayor Daniella Levine Cava approved the deal personally, bypassing a formal vote by the Board of County Commissioners. Officials structured the $975,000 payment to stay $25,000 below the financial threshold that would have triggered a mandatory public vote.
Commissioner Juan Carlos Bermudez issued a strong statement opposing the rebranding of public assets. He argued that the county should not promote a fictional version of the community defined by crime and violence. Sheriff Rosie Cordero-Stutz also criticized the partnership, stating that the government should not promote an identity centered around the crimes depicted in the game.
The campaign includes rebranding Miami International Airport as 'Vice City Airport' as part of the promotional effort. Grand Theft Auto VI is scheduled for release on November 19, 2026. The dispute underscores the significant financial stakes and public scrutiny surrounding the marketing of the upcoming title.
Source: NotebookCheck
