Rockstar Games is expanding its ambitious marketing campaign for Grand Theft Auto 6 with an unprecedented collaboration. Following a significant partnership with the city of Miami, the game's inspiration for Vice City, the company has now teamed up with the Miami Heat NBA team.
A Night in Vice City
For a single evening, the Miami Heat will play as "Vice City" to commemorate the upcoming release of Grand Theft Auto 6. This event, dubbed "A Night in Vice City," is scheduled for November 18, the day before the game's launch. During this special night, the Heat will face the Milwaukee Bucks wearing new uniforms on a custom-designed court.
The Kaseya Center, the Heat's home arena, will also undergo a thematic transformation, featuring a "Welcome to Vice City" sign displayed on its roof. According to Rockstar Games, the event will incorporate "special game programming and live elements throughout the night." The Vice City takeover will be broadcast live on ESPN at 7 p.m. EST on November 18.
Exclusive Merchandise Release
In conjunction with the collaboration, a range of exclusive merchandise is available. The Miami Heat's online store now features a "Vice City collection" with various apparel items created for this partnership. The collection includes items such as oversized tees, crop tops, hoodies, crewnecks, and New Era snapback and dad caps, many co-branded with "Court Culture." The team's special Vice City jerseys have not yet been revealed, but replica versions are expected to go on sale following their debut.
Grand Theft Auto 6 is slated for release on November 19 for PlayStation 5 and Xbox Series X.