THE ORIGIN OF EAAST
The Meaning of EAAST
We believe greatness doesn’t wait, it’s found in the unexpected, the overlooked, and the moments that move people.
We built the EAAST platform so a kid on the sideline can high five their hero. So an overlooked athlete can realise they belong on the world stage. So a community can feel pride that international rugby chose their town.
EAAST is a high performance ecosystem: part tournament, part training ground, part cultural exchange. But at its heart, it’s a an opportunity for everyone involved. We see potential before the rest of the world does and we give it space to grow.
From tier 1 nations to intercontinental teams, players leave EAAST changed Not just better athletes, but more connected humans. They come for the rugby, but they leave with lifelong memories, forged in competition, culture, and community.
Because you never know who’s watching:
A coach.
A kid to inspire.
Your next competitor.
And in those moments, the world shifts.
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“Kia Kaha, Kia Toa”
Stay strong, stay victorious.
The Only Tournament Of Its Kind
Community Connection
EAAST is committed to fostering rugby growth at the grassroots level by sponsoring community rugby, hosting youth development tournaments, and giving local teams the chance to compete against international stars.
Cultural Impact
EAAST isn't just about the games - it's a celebration of global cultures coming together. The festival atmosphere, international talent, and local flavor combine to create a one-of-a-kind experience, blending elite sports with a vibrant, community-driven event.
Our Why
- We believe youth need heroes they can high-five - not just watch from a screen.
- We believe global rugby needs fresh energy, new spaces, and bold ideas to grow.
- We believe excellence thrives when community and culture lead the way.
- The foundation of rugby has always been in its grassroots.
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The Impact So Far
What started as a vision is now a movement.
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24+ million views in 35 days across digital platforms - and growing.
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1000+ young players directly impacted through tournaments, clinics, and community days.
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Backed by world-class partners like BeRugBe, Red Bull, the French Army, Mercedees and TotalEnergies.
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Trusted by Olympic-level teams preparing for the global stage.
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All Blacks 7's, Aussie 7's, France 7's, Canada 7's, USA 7's, Italy 7's, Germany 7's and Belgium 7's.
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Cognac and Haguenau - Were transformed into the rugby hub of the world for 7 days.
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EAAST 2026 Growth Objective
To double our audience, deepen athlete development pathways Globally, and innovate the fan experience - building a foundation to last the next 20 years, a global rugby ecosystem from the heart of the community.
