Rockstar Games has partnered with the Miami Heat to transform the NBA team’s home arena and identity for an upcoming game into a branded launch event for Grand Theft Auto 6, according to a report.
Vice City Theme Transforms Kaseya Center
The promotion centres on the Miami Heat’s home game against the Milwaukee Bucks on November 18, scheduled one day before the anticipated release of Grand Theft Auto 6. According to team announcements, the Kaseya Center in Miami will undergo a complete aesthetic overhaul to match the fictional setting of Vice City. Fans attending the matchup will see a custom-designed basketball court featuring prominent pink styling, alongside dedicated live entertainment and in-arena activations.
The team itself will step onto the hardwood wearing unprecedented custom jerseys bearing the “Vice City” moniker rather than their usual branding. While detailed imagery of the specialized uniforms and full court design remains largely under wraps, promotional previews released by the franchise highlight heavy use of the characteristic neon pink associated with the game series.
Rooftop Signage Kickstarts Arena Takeover
Preparations for the promotional crossover began weeks ahead of the tip-off. On October 1, arena operators illuminated a large “Welcome to Vice City” sign across the roof of the Kaseya Center, signaling the start of the joint campaign to local residents and visitors in downtown Miami.
In tandem with the arena changes, the Miami Heat organization released a dedicated merchandise line. Supporters can purchase co-branded apparel items, including T-shirts, hoodies, and basecaps featuring the Vice City aesthetic, available through official team retail channels.
November 18 Matchup Against Milwaukee Bucks
The themed fixture takes place at the Kaseya Center on November 18, positioning the sports franchise at the center of one of the gaming industry’s largest marketing campaigns. Additional event details and fan activations are expected to be unveiled by the organizers ahead of game night.
