By Ray Ampoloquio · Oct 12, 2026 Two Miami measures take effect October 15, authorizing GTA 6 branding on beach chairs and umbrellas and downtown banners through December 31.

Zoom image: Official GTA 6 branding reaches Miami Beach chairs and downtown banners starting October 15. Rockstar Games is taking its real-world Miami ad campaign for Grand Theft Auto VI from paperwork and private deals in sporting arenas to the street this week. On Thursday, October 15, two government-approved deals take effect at once, authorizing official GTA 6 branding on Miami Beach and across a stretch of downtown Miami.

The city that inspired the in-game setting is about to start looking the part even more.

The City of Miami Beach passed a resolution directing its city manager to negotiate a marketing agreement starting October 15 that puts discreet Vice City and VI branding on beachfront concession equipment, like, for example, the chairs and umbrellas that line the sand. On the very same day, a City of Miami ordinance will allow temporary promotional banners for GTA 6 in a defined downtown Event Area, with rules on size and fees, a cap of 56 consecutive days and an end date no later than December 31.

We broke down the exact downtown terms when the city set them a couple of weeks back and it looks like we're finally going to see it take full effect.

Two city-approved tracks and two private deals, all pointing at the November 19 launch.

As we've already mentioned, Rockstar and the arena operators struck a deal to put a giant "Welcome to Vice City" sign on the roof of the Kaseya Center, home of the Miami Heat. The sign went up and lit up ahead of the city deals. It may stay in place for years and most people have seen it already.

However, the Heat partnership is the headline act. On November 18, the night before launch, the Heat will play as "Vice City" against the Milwaukee Bucks on a custom court, in a new uniform, on a national ESPN broadcast. We covered the event and its tip-off details as Rockstar and the Heat confirmed them.

It is the loudest single moment in the campaign, and it arrives one day before the game.

Not every idea made it through. Broader county-level proposals ran into opposition and stayed limited, while the city-level measures in Miami Beach and the City of Miami advanced. The result is a campaign concentrated in the places the city controls, rather than a blanket takeover of every surface in South Florida.

We're giving away full copies of GTA 6 Ultimate Edition in several draws through launch. Enter with your email, then join in once on the site. One entry per person.

Email first, then one site action during the draw window.