With rumours circulating about an incoming Chelsea bid for Spanish striker Diego Costa, word is spreading that he could be moving from the Spanish capital to the English capital this summer.
But with his current club looking likely to win La Liga and also in the final of the Champions League, things are only looking up for Atletico who were in the shadow of neighbours Real Madrid for so long. Could this be motivation for Costa to stay where he is?
Diego Simeone knows all too well that he's got one of the hottest prospects in world football playing for his team and to lose him to Chelsea would be a disaster.
There are not many - if any - other strikers that will have an impact on the league like Costa has had this season and should they win the league it's unlikely that they'll do the same next year without a striker of Costa's calibre.
If Atletico do win the Champions League, it will boost the club's stature tenfold and hence they will be able to bring in a better breed of players.
So why would Costa leave a club that is only going forward instead of staying stagnant or going downhill?
Of course, if they want to keep hold of Costa it will more than likely take Atletico winning the double.
Atletico have always had the problem of losing their main striker annually to Europe's biggest clubs, but they have never really been in the position to negotiate holding onto these players as they were no were near the side that they are today.
When they lost Fernando Torres to Chelsea, Atletico finished seventh in the league. When they lost Sergio Aguero they were in ninth place and nowhere near Champions League success.
But now being in the position that they are, Atletico could finally can negotiate seriously with their main goal threat and maybe keep hold of him.
Of course if Chelsea do bid £50 million for the player, it is going to be very hard for Atletico to turn that money down.
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