The Miami Beach City Commission voted 4-3 on September 10 to authorize the city manager to enter negotiations with Rockstar Games over a GTA 6 advertising arrangement, Beebom and Kotaku reported on September 11. The commission's vote authorizes negotiation only; it does not approve a final contract. Miami Beach is a separate municipality from the city of Miami, and this vote is distinct from the Vice City sign going up on the Kaseya Center roof, which is a private deal that needed no vote.
The proposed deal would place GTA 6 branding on private beach chairs and umbrellas, not on any city-owned structures or landmarks. The specific branding under discussion uses the 'VI' and 'Vice City' identifiers. The advertising window runs from October 15 through December 31, 2026. Beebom put the campaign at approximately $3 million. Dexerto reported that Commissioner Tanya Bhatt cited $4 million as Rockstar's advertising spend in Miami, and that Commissioner Laura Dominguez said the city initially wanted $3 million and would push for a bigger fee. Mayor Steven Meiner, who backed the measure, noted the unusual sequence: the commission was being asked to empower the city manager to negotiate before a finalized agreement had been presented to the body.
Commissioner David Suarez voted no, consistent with his prior opposition to GTA 6 branding in the city. He said: 'I certainly don't want to see our brand associated with this video game, I don't think it's worth any amount of money.' Commissioner Monica Matteo-Salinas voted yes, framing the measure differently: 'This is a win for gamers and gaming nerds such as myself.' The 4-3 result leaves the city manager to return with a finalized deal before the commission approves anything binding.