Vice City Hits Hard Rock Stadium: GTA VI Branding Spotted by Fans at Sunday's Dolphins Game

Rockstar's real-world GTA VI campaign seems to have reached the NFL. Fans say Grand Theft Auto VI promos played on the video screens at Hard Rock Stadium in Miami Gardens during the Miami Dolphins' home game against the Cincinnati Bengals on Sunday, October 11.

What we know, and what we don't

Spotted by fans: photos of the screens were shared on Instagram, Threads and the r/GTA6 subreddit during the game, as GTA fan site PlanetGTA6 reports. Fan posts we read describe "Welcome to Vice City" and GTA VI graphics. Some also mention an "IN FOR VI" message, but we couldn't confirm that from an official image.

Not confirmed: Rockstar, the Dolphins and Hard Rock Stadium haven't commented. No mainstream outlet had reported it when we checked Monday morning, and no deal terms are public.

Part of a bigger Florida push

The stadium screens follow a run of confirmed campaign moves in South Florida:

• Kaseya Center: in September, crews installed a giant pink "Welcome to Vice City" sign on the roof of the Miami Heat's arena, CBS Miami reported. The Heat say the sign was lit on October 1.
• "A Night in Vice City": the Heat and Rockstar announced that on November 18, the night before launch, the Heat will play the Milwaukee Bucks as "Vice City," with a special court and a new uniform. The game airs nationally on ESPN.
• City of Miami banners: according to CBS Miami, commissioners voted to let Rockstar pay for permits for oversized banners.
• Miami Beach: on September 10, commissioners voted 4–3 to pass a resolution letting the city manager negotiate and sign an agreement with Rockstar's marketing firm, Amplify Marketing Inc. The deal would put signage on beachfront concession equipment, such as chairs and umbrellas, for a campaign "commencing October 15, 2026." Miami New Times reports officials said it could be worth up to $4 million to the city. The final terms are left to the city manager, and no signed agreement has been made public. We also haven't seen any sign that the branding has gone up.

The Florida angle

GTA VI's state of Leonida is Rockstar's version of Florida, and so far its marketing has been concentrated in Miami-Dade. We found no reports of campaign stops elsewhere in the state. That includes Northeast Florida and our own corner of Flagler County. For most Floridians, the closest view of Vice City before launch will be the Heat's nationally televised November 18 game, unless Rockstar adds more stops.

GTA VI launches November 19 on PS5 and Xbox Series X|S, 38 days from today.