Who’s the most marketable tennis player at Wimbledon?

Novak Djokovic is the bookmakers' favorite to win Wimbledon this year, but home-grown Andy Murray could be the winner for brands looking for a marketing boost, according to one sports marketing expert.

With the Wimbledon Championships in its third round, Jon Stainer, the managing director for U.K. and Ireland at Repucom, said that the odds were on the Scotsman from a branding perspective—despite his slightly dull reputation.


Andy Murray returns a shot during the Wimbledon Lawn Tennis Championship
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Andy Murray returns a shot during the Wimbledon Lawn Tennis Championship

"Even if you look at the likes of Andy Murray, you kind of think he's quite a dry character, but he takes to social (media) quite often," Stainer told CNBC on Friday.

"You can amplify the message really well through him. Given this is home tournament as well, it is a great opportunity there."

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The importance of social media to business
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Twenty-eight-year-old Murray, whose Twitter page description simply says "I play tennis," is currently ranked third in the world.

He has made it into the third round of this year's Championships—one of the four biggest annual tournaments in the world—in which he will play fellow Brit James Ward.

At the end of last year, American sportswear giant Under Armour confirmed a four-year kit deal with Murray, who had previously been sponsored by Adidas.

Maria Sharapova on her candy brand
Maria Sharapova on her candy brand   

Bet 365, which bills itself as the world's largest online gambling company, has odds of 11-2 on a Murray victory at Wimbledon, making him third favorite to win.

Djokovic is out front with odds of 11-10 and Switzerland's Roger Federer is second favorite with odds of 2-1.

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From a branding perspective, Stainer said: "Federer has a very strong following as well, as does Djokovic. Djokovic has a much more kind of fun nature I think to his outlook on social (media)."

Murray is active on Twitter, where he tweets mostly about tennis, unsurprisingly. However, in the run-up to the Scottish referendum in September 2014, he surprised followers by coming out in favor of independence on the social media platform—to mixed response.


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