Arsenal fans were told by their own manager Arsene Wenger that Jamie Vardy's proposed move from Leicester City is unlikely to go through.
The Frenchman had hoped to sign the 24-goal striker after activating his £20m release clause earlier this month. The bid was made on the eve of Euro 2016 and Vardy chose to delay a decision until England's involvement ended.
However, Wenger suggested that the 29-year-old had already made his mind up and was likely to stay with Claudio Ranieri's reigning Premier League champions.
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Wenger said: "Jamie Vardy is, at the moment, at Leicester and from what I know, he will stay at Leicester."
So it seems Arsenal's efforts to sign a new a striker have fallen short once again and the Gunners are now believed to be actively pursuing alternative targets.
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But according to Sky Sports, there is still every chance that Vardy could make the move to the Emirates Stadium as he has not given his future any thought since Euro 2016 started.
As a result, it seems Arsenal's efforts to convince Vardy are far from over.
Vardy himself has stood firm whenever he has been asked about the speculation, insisting he is "completely focusing" on helping the Three Lions win the international tournament.
"I'm just here completely focusing on England and that's all I want to do at the moment," said the 29-year-old. "We're here to represent England and that's all I want to think about."
So what's going on?
Wenger's claim that Vardy is staying with Leicester may have been a shrewd attempt to dampen expectation with regards to the move. Some Arsenal fans have been guilty of counting their chickens with regards to Vardy and simply assumed the deal would get done.
Now, it seems most are assuming the opposite meaning the sight of Vardy in an Arsenal shirt is likely to be seen as a bonus rather than a formality.
After all, if Wenger was convinced Vardy was staying he would have surely pulled out of the deal by now.
But Vardy's role with the England squad is hardly helping Arsenal's cause. He has started the opening two group games on the bench, which is something he might have to get used to if he moves to north London.
At Leicester, he has a guaranteed starting spot and will also get the chance to compete in the Champions League next season while at Arsenal he will have to compete with Olivier Giroud and Danny Welbeck.