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Miami Heat to Become ‘Vice City’ for One‑Night NBA Takeover Ahead of GTA VI Release

Rockstar is staging a nationally televised arena rebrand to push mainstream awareness of Grand Theft Auto VI through sports, place‑based activations, and official merchandise.

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Miami HEAT and Rockstar Games Team Up for ‘A Night in Vice City’ Ahead of GTA VI Release
GTA Vice City
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Overview

  • The Miami Heat announced the takeover on Friday, Oct. 2, saying the team will play as “Vice City” on Nov. 18 one day before GTA VI’s Nov. 19 launch.
  • The Nov. 18 home game versus the Milwaukee Bucks will feature a custom Vice City hardwood, new one‑night uniforms for the Heat, and a national broadcast on ESPN.
  • Arena activations are already visible: Kaseya Center’s roof sign was lit Oct. 1 and the team’s Court Culture storefront is selling Vice City apparel with some items selling out.
  • The campaign mixes private marketing contracts with public partners, including time‑bound municipal deals and paid stadium branding that have prompted debate about commercial use of public space.
  • The event represents a broader marketing strategy to push GTA VI beyond gamers by using live sports, merch and high‑visibility city activations that will peak the night before release and widen media reach.