"At Last" was a famous song by Etta James very much associated with the civil rights movement and was used as part Barak Obama first inauguration. Beyonce famously sang a cover version at Glastonbury.
While the start of the 2012 Rugby League season can't can't claim the same historical significance as Obama's inauguration and no player has legs like Beyonce we are seeing a welcome innovation.
AT LAST an effort is being made to market rugby league
The Bradley Wiggins and Sam Tomkins clip produced by SKY was fantastic.
CLICK HERE to see it
the Rugby League of Extraordinary People footage was shown during the FA Cup games on ITV