Real Madrid have decided the activate their buy-back clause for Juventus striker Alvaro Morata, believed to be set at £23.6m, reports the Guardian.
The Spanish striker has been with the Italian outfit for two seasons and has developed into one of the most well-rounded strikers in Europe's top five leagues.
As a result, he is worth much more than Real Madrid's buy-back clause and the La Liga club are intending on making a quick profit by offering him to the Premier League elite.
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Morata is attracting interest from Manchester United, Arsenal and Chelsea with Real Madrid believed to want around £40million. There have been enquiries from Leicester City, Napoli and Milan but none can compete with the aforementioned trio in financial terms.
What seems clear is he will not be given a chance to impress Zinedine Zidane back at the Bernabeu. The Frenchman is still a firm advocate of Karim Benzema despite the striker's personal problems over the past 12 months and is unlikely to look for fresh options up front.
However, the chance to make over £15m in the space of a few days is one Florentino Perez cannot turn down. It is not the first time he has taken advantage of similar agreements in the past with Daniel Carvajal's return from Bayer Leverkusen in 2013 the perfect example.
Morata has scored 22 goals for Juventus across the last two seasons and assisted a further 13 more. At just 23-years-old, he certainly has the potential to become one of Europe's deadliest forwards and seems to fancy a move to the Premier League.
The same report claims Morata would prefer to move to Manchester United but only if Jose Mourinho becomes their manager. The pair spent three seasons together at the Bernabeu and Morata is keen to work with the Special One again.
However, they are unlikely to have Champions League football at Old Trafford next season, which is something Arsenal will be able to offer. Arsene Wenger has held a long-term interest in the striker and tried to sign him in 2014 before Juventus eventually won the race.
And having seen Danny Welbeck suffer a serious knee injury that will keep him out until February, Wenger admitted that he will be on the lookout for attacking reinforcements this summer.
Asked if he will after a new striker, Wenger told reporters: "It's a good question. We have to think about it. Because when a player is out for nine months, you have to consider that it's the season. And that makes you short on the striker front."
Whether that means spending £40m on a player with no Premier League experience, however, is a completely different matter.