Credit Suisse believes Nine Entertainment has won the free-to-air sports rights battle, citing its recent capture of the Australian Open tennis rights as a big positive for the company.
Upgrading its rating from "neutral" to "outperform", the broker said its relinquishing of the cricket coverage would allow to to make production savings.
"In our view, the switch from domestic cricket (which we estimate lost $50-60mn per year on a standalone basis) to Australian Open tennis is a more efficient allocation of programming resources," Credit Suisse said.
Nine will not have either the cricket or tennis broadcast during the 2019 financial year, but the broker said the outlook remained relatively fluid for the company as the company sought to reinvest the savings.
Credit Suisse has upgraded the company's target price from $2.35 to $2.60 as it expects earnings to increase from the reduced programming cost base.
Nine Entertainment shares are up 6.6 per cent to $2.59.