European football's powerhouses have proven this summer that money will not be an object in securing their targets.
Neymar's world-record £198 million move to Paris Saint-Germain sent shockwaves throughout world football.
Manchester United and Chelsea also spent £90 million and £70 million on Romelu Lukaku and Alvaro Morata, respectively, this summer.
It's almost become a no-hope transfer window for the rest of the clubs in Europe's top leagues - especially given Everton also had to pay £45 million to sign Gylfi Sigurdsson from Swansea.
It would also not be surprising to see further remarkable fees paid in the final couple of weeks in the transfer window, and it appears Juventus have joined in on the act.
The Premier League and La Liga is typically where the biggest spending occurs but, with PSG having broken the world transfer record in Ligue 1, Juventus have made a remarkable offer of their own.
The Old Lady lost Paul Pogba for a then world-record fee last summer to United and have yet to find a player that could emulate the level of success he enjoyed during his four years in Turin.
Real knock back audacious Juve offer
However, they may have believed they had found that when they submitted a £70 million bid to Real Madrid for Mateo Kovacic.
According to The Sun, Juventus saw their audacious bid rejected by Los Blancos, who signed the Croatia international from Inter Milan in 2015 and was seen as being the future of Real.
Despite having successfully man-marked Lionel Messi at the Camp Nou during Los Blancos' two-legged Spanish Super Cup success, he has been hindered by the emergence of Casemiro.
Zinedine Zidane has insisted that the 23-year-old is not for sale and he will play a significant role at the Santiago Bernabeu having expertly rotated his squad during his year-and-a-half in charge.
Opportunities remain for Los Blancos midfielder
Despite not being guaranteed to be first pick in the Spanish capital, Real's famed 'B team' for many of the fixtures against lesser teams means Kovacic would still be handed game time.
And given how Isco went from outcast to breaking into the first-team picture over the course of last season, the Croatian will have confidence about his long-term future at the club.
It's not yet known if Juventus will return with a second bid for the midfielder, but it had previously been believed Real were willing to sell in order to produce funds for an audacious bid for Kylian Mbappe.
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