Rumble Lands $100 Million Ad Commitment from Tether as Partnership Expands Into AI and Infrastructure

NEW YORK, NY – Online video platform Rumble has secured a two-year, $100 million advertising commitment from stablecoin issuer Tether, the latest step in a rapidly expanding alliance that now spans digital advertising, GPU computing, and AI infrastructure.

According to Rumble’s announcement and related corporate disclosures, the deal commits Tether to spend $50 million per year on advertising across Rumble’s platform, with the campaign scheduled to begin in the first quarter of 2026.

How the Advertising Deal Is Structured

A copy of the marketing agreement published via contract repository Justia indicates that:

• Tether is required to purchase at least $50 million in advertising services each year for two years, starting February 15, 2026.
• Rumble will deliver ads and related services across its video platform, and may use approved subcontractors or influencers to fulfill the campaign.
• Public-facing advertising materials must be cleared by Tether before they go live.

Separate coverage from multiple financial and crypto news outlets describes the $100 million spend as focused on promoting Rumble Wallet, the company’s integrated payments product, and encouraging broader use of Tether-linked digital assets within Rumble’s creator ecosystem.

Several reports note that the campaign is expected to feature video sponsorships, integrated placements across Rumble channels, and brand visibility initiatives aimed at both viewers and creators.

Part of a Bigger Tether–Rumble–Northern Data Triangle

The advertising commitment was announced alongside, and explicitly linked to. two other major moves:

1. Rumble’s planned acquisition of AI infrastructure firm Northern Data AG, through a voluntary exchange offer that would give Rumble control of tens of thousands of Nvidia GPUs and multiple data centers.
2. Tether’s separate pledge to buy up to $150 million in GPU services from the combined Rumble–Northern Data operation once that deal closes.

According to reporting by CoinDesk and other market outlets, the cluster of announcements-covering the Northern Data transaction, the GPU services agreement, and the $100 million ad commitment-triggered a sharp move in financial markets, with Rumble shares jumping more than 20% in early trading and Northern Data stock also surging.

A Bloomberg newsletter later framed the combined arrangements as part of roughly $250 million in Tether-related spending tied to Rumble, spanning GPU leases and advertising, layered on top of prior investments in the company.

What Rumble and Tether Each Get Out of It

For Rumble, the advertising deal is another pillar in its ongoing effort to build out a “freedom-first” alternative to larger platforms while diversifying revenue beyond traditional pre-roll ads:

• The company gains a multi-year, contracted ad buyer of significant size.
• Integrating the campaign with Rumble Wallet is designed to tie video engagement directly to creator commerce, including support for assets such as USDT, XAUt (gold-backed tokens), and bitcoin.
• The announcement signals to creators that Rumble is investing in new monetization pathways at the same time it builds out its own cloud and AI infrastructure through the Northern Data transaction.

For Tether, the move is another step in a broader push beyond its core USDT stablecoin business into media distribution, AI, and infrastructure:

• Tether has already committed substantial capital to Rumble, with previous reporting noting a large equity investment in the platform in late 2024.
• The company is positioning Rumble as a key channel to promote new products and stablecoins, including a U.S.-focused token (USAT) that Tether-linked entities plan to distribute to American users through Rumble, according to coverage by industry outlets critical and supportive alike.
• The GPU services deal and the ongoing build-out of a 20,000-plus GPU network are meant to support Tether’s AI research and tools, which will likely intersect with the Rumble creator ecosystem over time.

Taken together, the advertising spend, GPU contracts, and infrastructure plans suggest Tether is using Rumble both as a media platform and as a technical partner for its ambitions in AI and “freedom-first” cloud services.

A High-Profile Bet on Alternative Platforms

Rumble, founded in 2013 and now headquartered in Canada with U.S. operations in Florida, has grown as a video and cloud platform that is especially popular among conservative and right-leaning audiences in the United States.

Tether, issuer of the USDT stablecoin and other digital assets, has faced ongoing scrutiny from regulators and policymakers over the years even as it has grown into one of the largest players in the crypto ecosystem.

The latest deals tighten the relationship between the two companies at a time when:

• Regulators in multiple jurisdictions are examining the stablecoin sector and related financial activities.
• AI infrastructure and GPU capacity have become strategic assets for both technology and financial firms.
• Alternative social and video platforms are competing to attract creators, advertisers, and subscription revenue as they position themselves as rivals to mainstream Big Tech services.

Commentary pieces in the digital-asset press have highlighted both the scale of Tether’s commitments and questions about how intertwined the company has become with Rumble and Northern Data, describing the web of investments, loans, and commercial agreements as unusually dense for the sector.

What Comes Next

The advertising campaign itself is not expected to launch until 2026, and it is contingent on the broader relationship between the companies continuing on its current track. In the meantime:

• Rumble still needs to complete its exchange offer and acquisition of Northern Data AG.
• Tether will be moving ahead with its GPU leasing arrangements and AI initiatives, which are expected to feed into products and tools used by creators and enterprises.
• Regulators and market participants will be watching how the partnership affects Rumble’s business model, Tether’s diversification strategy, and the evolving landscape for stablecoins, media, and AI infrastructure.

For now, the $100 million advertising commitment underscores how a once-niche video platform and a controversial but dominant stablecoin issuer are betting heavily on each other as they try to build an alternative stack for digital media, payments, and AI.