Miami-Dade County announces a $3.9 million marketing agreement with Rockstar Games
On October 28, 2026, Miami-Dade County announced a $3.9 million marketing and advertising package with Rockstar Games to promote Grand Theft Auto VI, which is set to be released on November 19. The arrangement includes an agreement between the county and Rockstar Games, as well as separate advertising purchases through media companies that manage advertising space at Miami International Airport (MIA) and the county transit system.
Planned installations include themed lighting at MIA and PortMiami, promotional displays in the pedestrian passage connecting the airport parking garage and terminal, and decorative wraps on some traffic signal cabinets across the county. Displays at Kaseya Center are part of a previously arranged $975,000 package and have been included in the total package; the related funds are for the development of Dan Paul Plaza public park behind the venue. Rockstar Games will bear the costs of installation, maintenance, and removal, and the design and installation must be approved by the county and comply with content guidelines.
The City of Miami and the City of Miami Beach have also completed advertising arrangements related to the game release, including temporary promotional banners in downtown and advertising on beach concession equipment.
The above is the content of the county's official announcement.
Original source:
Title: Miami-Dade County announces marketing package with Rockstar Games ahead of Grand Theft Auto VI release Publisher: Miami-Dade County Publication date: 2026-10-28 URL: https://www.miamidade.gov/global/release.page?Mduid_release=rel1793224106473569 Source nature: county government official press release Verification status: full text read for this report, verification date 2026-10-29 Supporting content: package value, scope of agreement, specific installation locations, Kaseya Center arrangement and use of funds, party bearing the costs, approval conditions, other city arrangements
ABAB AI Insight
Miami-Dade County is turning Rockstar Games' advertising spending into visible promotion on county facilities, while designating funds from the earlier Kaseya Center arrangement for public park development. The advertising covers the airport, port, and transit facilities, and the company bears the installation and removal costs, with the design subject to county approval.
The game is set in the fictional Vice City, and the promotion presents real facilities with themed lighting and wraps. The county mayor described this as an opportunity to turn global attention into community revenue. The City of Miami and the City of Miami Beach have separately completed related arrangements. The result is that local promotion ahead of the game's release is tied to the county's public spaces, but the final visual effect depends on the ultimately approved design.
Public information is centered on the county press release and does not include the full contract text or additional financial details.
ABAB News · Cognitive Law
Incorporating game advertising spending into public facility upgrades while designating part of the funds for existing public projects.
Themed lighting and wraps cover airport, port, and transit nodes, causing the promotion to overlap with everyday transportation facilities.
Design and installation must be approved by the county, and the company bears installation and removal costs, making the promotional scope subject to content guidelines.