Rumble announced on Monday that the video platform and services provider has finalized a partnership with Barstool Sports.

Barstool Sports, known for its role as one of the nation’s most popular sports, lifestyle, and entertainment brands, will promote and market Rumble as its preferred home for video, and it will receive access to the Rumble Cloud, according to a release from Rumble.

“The partnership will provide Rumble users with access to all Barstool Sports content on the platform, including livestreams,” the release read. “The wide-ranging partnership will also include an advertising arrangement under which both companies will help bring brand advertisers to the Rumble platform.”

Barstool Sports reaches far beyond sports coverage, establishing itself in the last three years as a premier lifestyle and entertainment brand with expanding podcasts, shows, social media presence, and merchandise sales.

The platform’s audience has grown 194%, and it has reached at least 1.6 billion podcast downloads, the release noted.

“I’m excited about Rumble’s commitment to sports and broadening audiences,” Barstool Sports founder Dave Portnoy said. “With the power of Barstool Sports, we are going to help Rumble be the top player in the video, cloud, and livestreaming space.”

Portnoy has a passionate following and has become a powerhouse in the online media space.

Since announcing the partnership with Portnoy and Barstool, Rumble’s stock has skyrocketed.

Shares have been driven up as much as 29%, and nearly $400 million has been added to its value, according to a report.

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“The partnership with Barstool Sports is a major step in pursuit of our mission to continue building a portfolio of widely popular sports and entertainment content,” Rumble Chairman and CEO Chris Pavlovski said.

“Rumble is quickly emerging as a leading platform for the under-30 demographic, and we’re excited for Barstool Sports to be a significant part of our rapid growth.”