Miami-Dade County officials explored a marketing partnership with Rockstar Games to leverage the immense popularity of Grand Theft Auto 6, but the proposal has encountered significant pushback from local law enforcement. The plan, detailed in a pitch deck prepared by county representatives, aimed to integrate "Vice City"-themed advertisements and installations throughout the county and at Miami International Airport.
The proposed marketing initiative included elements such as GTA 6-branded baggage claim areas and luggage carts, themed signage, and art installations inspired by the game. Officials also suggested a "family-appropriate" car event centered around the open-world title, intending to capitalize on the global excitement surrounding the game's setting, which heavily features areas of Florida.
However, the Miami-Dade Sheriff's Office has publicly voiced strong disapproval of the partnership. Sheriff Rosie Cordero-Stutz stated that the game's content, which she described as including "murder, robbery, drug trafficking, carjacking, violence against law enforcement, and other conduct that the men and women of the Miami-Dade Sheriff’s Office work every single day to prevent," is antithetical to the department's mission.
While some county officials acknowledged the potential economic benefits of such a marketing campaign, the Sheriff's Office's opposition highlights a conflict between tourism and economic development interests and public safety concerns. The Miami Herald reported that the Sheriff's Office is currently requesting a 12% budget increase for 2027. The initial proposal suggested Rockstar Games would fund the promotional activities, potentially generating revenue that could offset public costs. This comes at a time when the county has previously addressed funding deficits through measures such as increased utility fees and cuts to community programs.