Three million dollars, beach chairs and umbrellas, and a list of places it cannot appear. How the deal landed after police opposition.
A week ago we covered the county sheriff's opposition to Miami dressing up as Vice City. The vote has now happened, and it passed narrowly.
What was actually approved
The City of Miami Beach authorised opening negotiations with Rockstar Games. This is not a signed deal: it is permission to negotiate one.
| Vote | 4 in favour, 3 against |
|---|---|
| Figure on the table | $3 million; the city will push for more |
| Expected benefit | Closer to $4 million, per commissioner Tanya Katzoff Bhatt |
| Duration | 15 October to the end of the year |
| Placement | Boucher Brothers beach chairs and umbrellas |
The condition that changes everything
Here is the interesting part. The advertising must be "discreet", and that has translated into something very specific: the chairs and umbrellas may carry the roman numerals VI or the name "Vice City", but not the words "Grand Theft Auto".
In other words: the city takes Rockstar's money in exchange for a campaign in which the brand paying for it cannot be named.
And there are more exclusions:
- Nothing on city property, which rules out landmarks and lifeguard stands — precisely Miami Beach's iconic imagery.
- Nothing at Art Basel, the early-December art fair and the city's most visible event of the year.
Why it was so close
The debate was heated. Commissioner David Suarez played footage from GTA V and GTA VI's Extended Look during the session to argue against. The line that summed up the opposition — "I don't think it's worth any amount of money" — gives the tone.
Commissioner Laura Dominguez was the one who disclosed the figure Rockstar is expected to pay.
What it says about this launch
A city council debating for hours, screening game footage in session, and voting 4-3 on whether to be sponsored by it is not a video games story: it is municipal politics. And it measures GTA VI's scale better than any sales forecast.
It also leaves an irony that is hard to miss: the city that inspired Vice City has accepted Vice City's money on condition that it not mention where the money comes from.
Sources: Miami Beach commission session, reported by Eurogamer and PC Gamer.
Cover photo: loungers and umbrellas on Miami Beach, where the campaign will go, by P. Hughes, licensed CC BY-SA 4.0, cropped, via Wikimedia Commons.
Sources
What this article is based on. Official Rockstar sources first; titles are shown in their original language.
- Eurogamer "I don't think it's worth any amount of money" - Controversial real-life GTA 6 advertising campaign passed by City of Miami, but brand can only appear "discreetly" · September 11, 2026
- PC Gamer 'We're not giving away pistols and cocaine to people': Miami Beach votes in favor of Grand Theft Auto 6 collab despite concerns · September 11, 2026
