Rockstar Games Teams Up with Miami Heat for ‘A Night in Vice City’ Ahead of GTA 6 Launch

Rockstar Games has unveiled its latest collaboration in the sprawling marketing campaign surrounding Grand Theft Auto 6, partnering with the NBA’s Miami Heat for a one-night-only themed basketball event. Announced Tuesday, the “A Night in Vice City” takeover will transform the team’s home court on November 18, the day before the highly anticipated game releases worldwide. The Heat will face off against the Milwaukee Bucks wearing custom uniforms inspired by the fictional Vice City setting that serves as the backdrop for GTA 6.

This marks another milestone in Rockstar’s increasingly ambitious promotional push for its most anticipated title of the decade. The studio already secured a $3 million deal with the city of Miami, which directly inspired the game’s sun-drenched Florida-inspired setting. That partnership has now expanded to include the professional sports franchise that calls the city home, blending gaming culture with mainstream American sports in an unprecedented crossover.

A Complete Takeover of the Kaseya Center

The transformation extends far beyond custom jerseys. The Miami Heat’s arena, the Kaseya Center, has received a full makeover featuring a new “Welcome to Vice City” sign mounted on the roof. On game night, the team will take to a special hardwood court built specifically for the occasion. According to Rockstar’s press release, the event will feature “special game programming and live elements throughout the night,” promising an experience that goes beyond a standard basketball matchup.

The Heat are thrilled to partner with Rockstar Games to bring Vice City to life for one unforgettable night. This is a unique opportunity to celebrate GTA 6 with fans while showcasing our city’s vibrant culture on a global stage.

Image: Rockstar Games / Miami Heat

Miami Heat Marketing Department

The entire event will be broadcast live on ESPN, kicking off at 7 p.m. EST on November 18. This prime-time television slot ensures that the crossover reaches a massive audience well beyond the usual basketball viewership, extending Rockstar’s marketing reach into mainstream entertainment.

A Merchandise Empire Rides Along

Naturally, the GTA 6 x Heat collaboration comes bundled with an extensive merchandise lineup. The Miami Heat’s online storefront now features a dedicated Vice City collection offering exclusive clothing items for fans eager to own a piece of the crossover. The offerings span multiple price points and styles.

The collection includes several oversized tees priced at $55, including the Court Culture “Vice City Grill” Tee, the Court Culture x Duvin “Vice City Postcard” Tee, and the Court Culture “Vice City Souvenir” Oversized Tee. Fans can also grab the Court Culture “I ❤️ Vice City” Crop for $45 or the Court Culture “Welcome to Vice City” Tee at the same price point.

Headwear options come through a partnership with New Era, featuring the “Vice City Logo” Snapback and “Vice City Billiards” Snapback both priced at $50, alongside the “Vice City Goodtime State” Snapback for $50. A more affordable “Vice City Logo” Dad Cap is available for $48.

Image: Rockstar Games / Miami Heat

Premium options round out the lineup, including the Court Culture “Vice City” Hoodie at $100 and the Court Culture x Duvin “Welcome to Vice City” Crewneck at $110. The Heat’s special Vice City jerseys have not yet been revealed, though merchandise replicas are expected to go on sale once they make their official appearance.

Looking Ahead

All of this promotional activity builds toward the November 19 release of Grand Theft Auto 6, which will launch for PlayStation 5 and Xbox Series X. As one of the most heavily marketed video games in history, GTA 6 has already shattered sales records during its preview periods, and Rockstar’s creative partnerships with Miami continue to keep the title at the forefront of cultural conversation.

The collaboration represents a smart blending of gaming, sports, and fashion that speaks to the game’s broad appeal. With the event broadcast on ESPN and an extensive merchandise line already available, Rockstar Games has once again demonstrated its mastery of building anticipation through unconventional marketing partnerships as it counts down to one of the biggest entertainment releases of the year.