The Miami Heat are taking their relationship with Grand Theft Auto to an entirely new level. Ahead of the highly anticipated release of Grand Theft Auto VI, the franchise has partnered with Rockstar Games to transform its home arena into a real-life version of Vice City, complete with fictional restaurants, massive rooftop signage, exclusive merchandise and an upcoming NBA game unlike anything fans have experienced before.
The transformation is already underway at Kaseya Center, where visitors can now order food from Burger Shot and Cluckin’ Bell, two of the most recognizable fictional fast-food chains in the Grand Theft Auto universe.
Rather than simply displaying advertisements, the arena has temporarily rebranded existing concession stands to resemble the restaurants featured in Rockstar’s games. Burger Shot serves burgers and fries at four locations throughout the building, while Cluckin’ Bell offers chicken sandwiches, tenders and waffle fries.
The experience includes recognizable branding and themed employee uniforms, effectively bringing a small piece of the fictional video game world into an actual NBA arena.
Outside, the transformation is equally striking. A massive illuminated “Welcome to Vice City” sign now sits atop Kaseya Center, overlooking downtown Miami. The rooftop installation was officially illuminated on October 1, marking the beginning of an ambitious collaboration between the Heat and Rockstar Games.
Das ist einfach geisteskrank. #GTAVI https://t.co/b43BMNbe2D
— Hype #GTAVI (@HypeYourGames) October 28, 2026
And the biggest event is still to come. On November 18, the Heat will temporarily abandon their traditional identity and take the court as “Vice City” when they host the Milwaukee Bucks, just one day before the scheduled November 19 release of Grand Theft Auto VI.
Dubbed “A Night in Vice City,” the nationally televised matchup will feature a specially designed basketball court, completely new uniforms and unique in-arena entertainment inspired by the game.
The team has also launched a dedicated Vice City merchandise collection through its Court Culture clothing line, with shirts, hoodies and other apparel celebrating the collaboration.
The partnership is fitting considering the relationship between Miami and the Grand Theft Auto franchise. Vice City, first introduced in the original Grand Theft Auto and made famous by the 2002 game of the same name, is a fictional interpretation of Miami, drawing heavily from the city’s architecture, beaches, nightlife and distinctive cultural identity.
Grand Theft Auto VI returns to the fictional city, making Miami the natural centerpiece of Rockstar’s latest marketing campaign.
The promotion extends beyond basketball, with Vice City advertisements, themed vehicles and other fictional brands appearing throughout South Florida. For the Heat, the collaboration represents a creative opportunity to connect professional basketball with one of the biggest entertainment franchises in the world.
For Rockstar, it offers something few marketing campaigns can achieve: The chance to temporarily blur the boundaries between a virtual city and the real one that inspired it.
And for one night in November, the Milwaukee Bucks won’t simply be visiting Miami. They’ll be playing in Vice City.
