Miami Beach has moved forward with negotiations for a marketing campaign that could feature Grand Theft Auto 6 advertisements. The City Commission voted 4-3 to approve discussions with Rockstar Games for a deal reportedly worth millions of dollars.
During the commission meeting, details emerged regarding the potential financial benefits and the nature of the advertising. Commissioners noted that Rockstar Games is expected to pay approximately $3 million, with some aiming to negotiate the figure closer to $4 million. These funds could potentially finance projects such as the renovation of the Flamingo football field.
Despite the financial allure, some officials expressed strong reservations. Commissioner David Suarez voiced his opposition, stating he did not want the city's brand associated with the violent content present in the Grand Theft Auto series, citing footage from both Grand Theft Auto V and the recent Grand Theft Auto 6 extended preview. Miami-Dade County Sheriff Rosie Cordero-Stutz also raised concerns, questioning the message sent by a government promoting a franchise centered around criminal activity.
If the campaign proceeds, advertisements will be implemented discreetly. Sources indicate that branding, such as the Roman numeral VI or the term "Vice City," will appear on Boucher Brothers beach chairs and umbrellas. The campaign is slated to run from October 15 through the end of the year. However, advertising will not be present during the Art Basel event in early December, nor will it be displayed on city property or iconic landmarks.
In parallel, reports suggest that an agreement is nearing completion to place a large Grand Theft Auto 6 sign on the roof of the Kaseya Center, involving Miami Dade County, the Miami Heat affiliate Basketball Properties, and Rockstar Games.
Commissioners who supported the negotiation highlighted that Grand Theft Auto 6's presence in Miami Beach is likely inevitable, making the deal an opportunity to secure financial benefits rather than a missed chance. The approval allows for further negotiation on the specifics of the agreement and the extent of the advertising.