Guinness's are toasting the success of this year's Rugby World Cup having signed a £4 million deal with British network ITV to sponsor its coverage. The amount is a marked increase on the price paid by Heineken for the same event four years ago when the deal was signed for £2.5 million. The deal allows Guinness to brand the network's live coverage of the 41 World Cup games and the 15 highlight programmes, with exclusive credits at the beginning and at the end of programmes and before and after commercial breaks.