Preheat oven to 325 degrees F.
Grease and flour tube or Bundt pan.
Mix first 6 ingredients (cake mix through rum) together in a large bowl. Fold in chocolate chips.
Pour batter into prepared pan. Bake 55 minutes - 1 hour, or until toothpick inserted in center comes out clean. Allow cake to cool in pan until it’s just warm and easy to handle.