Rumble (NASDAQ:RUM) advanced about 6% in after-hours trading on Wednesday after confirming a corporate rebrand and the integration of newly acquired infrastructure assets. Effective June 18, 2026, the company will change its name to RUM Group Inc. and place its cloud and AI infrastructure operations under the new Quake AI brand.
The reorganization follows Rumble's closing of its purchase of Northern Data AG. Under the new structure, RUM Group will operate two core divisions: Rumble, which will continue as the firm's video platform, and Quake AI, responsible for cloud services and AI infrastructure.
Quake AI will merge Rumble Cloud's CPU-based compute platform with Northern Data's GPU estate, which comprises roughly 22,000 NVIDIA H100 and H200 GPUs deployed across nine data centers. Together, the combined infrastructure controls about 250 MW of energized and planned power capacity, with the company reporting that more than 200 MW of that capacity currently remains unmonetized.
The acquisition results in Rumble holding approximately 85.2% of Northern Data's outstanding shares. Northern Data has updated its full-year 2026 revenue guidance to a range of 170 to 190 million euros, an increase of about 30% from its prior projection of 130 to 150 million euros. The company also reported GPU utilization climbed to roughly 85% in March 2026.
In a separate commercial development disclosed by the company, Rumble announced a multi-year pact with Together AI valued at $270 million. The agreement secures dedicated GPU cloud capacity that will be powered by NVIDIA Blackwell B300 systems.
"We are living through a once-in-a-generation shift. As artificial intelligence makes knowledge abundant, the scarcest and most valuable resource on Earth becomes the one thing machines can’t manufacture: human imagination," said Chris Pavlovski, Chairman and CEO of RUM.
The transaction augments Rumble's physical footprint by adding ten data centers to its estate, four of which are owned outright. The company said this infrastructure expansion provides scope to deploy additional GPUs and support new services over time.
Advisors on the deal included Guggenheim Securities as lead financial advisor to Rumble and Willkie Farr & Gallagher as its legal counsel. Jefferies Financial Group served as lead financial advisor to Northern Data, with Latham & Watkins and Gleiss Lutz acting as legal counsel to Northern Data.
The rebrand and asset consolidation mark a strategic pivot toward combining media and compute capabilities under a single corporate parent while capitalizing on substantial GPU resources and available power capacity for future AI-focused deployments.