Tether, the issuer of the widely used USDT stablecoin, has announced it will spend $100 million over two years on advertising for Rumble, signalling a deepening partnership that has caused the RUM stock to soar.
This development comes amid Rumble’s broader strategy to expand its cloud and AI infrastructure, including a significant acquisition of Germany’s Northern Data AG.
Rumble secures strategic advertising support
The $100 million advertising commitment from Tether is structured as $50 million per year beginning in the first quarter of 2026.
The campaign is designed to promote Rumble Wallet, the platform’s integrated payment system that connects video engagement and creator commerce with USDT, XAUT, and BTC.
Tether’s investment is intended to accelerate the adoption of Rumble Wallet while expanding monetisation opportunities for content creators who prioritise freedom of speech and independence on the platform.
Rumble CEO Chris Pavlovski emphasised that the partnership demonstrates the company’s leadership in the evolving digital advertising and creator economy landscape.
By integrating Tether’s stablecoins with Rumble’s video and cloud services, the platform aims to offer a transparent, privacy-focused, and independent ecosystem for users and creators alike.
Northern Data acquisition to boost Rumble’s cloud capabilities
Rumble’s alliance with Tether is further strengthened by its $767 million acquisition agreement of Northern Data AG, a German data centre operator.
The acquisition, structured as an all-share exchange, gives Northern Data shareholders roughly 30% of the combined company.
This acquisition adds 22,400 Nvidia GPUs, including 20,400 H100s and 2,000 H200s, and data centres with up to 180 MW of capacity, significantly enhancing Rumble’s cloud computing and AI infrastructure.
Northern Data has faced financial and legal challenges, including a European criminal investigation related to potential misuse of tax incentives for AI computing.
The company also recently sold its mining division, Peak Mining, for up to $200 million to a Tether-connected buyer.
RUM stock soars
The announcement of Tether’s advertising commitment and the Northern Data acquisition sent RUM stock soaring.
Following the announcements, Rumble’s stock (NASDAQ: RUM) jumped 10% in pre-market trading, opening at $6.56 and reaching a high of $6.84 before settling at around $6.32, which is around 7.22% higher compared to yesterday’s close.
Northern Data’s stock (ETR: NB2) also surged 46% in the pre-market trading, opening at €12.50 and hitting an intraday high of €17.68, before settling at €15.48 at press time, which is 31.52% higher than yesterday’s closing price.
Notably, Tether’s contributions to Rumble this year, including $150 million in GPU services and now the $100 million in advertising, underscore the scale of support and financial backing behind the platform.
These investments are expected to drive user engagement, enhance creator monetisation, and enable Rumble to build a robust, decentralised ecosystem that integrates AI, cloud computing, and financial tools.
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