Miami Beach Approves Negotiations for GTA 6 Marketing Deal

The Miami Beach City Commission narrowly approved authorizing negotiations for a discreet marketing campaign tied to the video game Grand Theft Auto 6, in a 4-3 vote on September 10, 2026. The decision allows the city to negotiate a deal with developer Rockstar Games that would bring an estimated $3 million to $4 million in revenue, with the funds potentially financing a long-stalled community project. The proposed campaign would feature subtle branding, such as the Roman numeral VI or the fictional name "Vice City," on beach chairs and umbrellas operated by the hospitality firm Boucher Brothers. Officials emphasized the advertising would not appear on city property or in iconic public spaces. The campaign is planned to run from October 15 through the end of 2026, coinciding with the game's November 19 release. Commissioner Tanya Katzoff Bhatt stated the total benefit to the city would be "closer to 4 million" dollars, which could fund the unfunded renovation of the Flamingo Park Memorial Football Field. "This is coming to Miami Beach with or without us, and to pretend that it isn't is a missed opportunity," Bhatt said during the meeting.