After Juventus confirmed Real Madrid have activated Alvaro Morata's buy-back clause, it's now looking more and more likely that the Spaniard will be quickly shipped on for a profit.
Premier League giants Chelsea and Arsenal are believed to be in contention for the Spanish international, but might be forced to drop out of the race given Madrid's stubbornness regarding the transfer fee.
According to the Daily Mail, the Los Blancos are reportedly demanding a mammoth £64 million for the former Juve forward.
BECOME A WRITER
Do you have what it takes? Sign up today and send over your 250-word test article: http://gms.to/haveyoursay3
Article continues below
Despite putting in promising performances for the Bianconeri over the last two seasons, the 23-year-old is still relatively unproven for both club and country, making the asking price seem rather steep.
Unproven Despite Promising Performances
At just the age of 23, Morata already has several honours to his name, including two Scudettos and a Champions League final appearance with the Old Lady, even scoring during the encounter.
Article continues below
The talent is definitely there for everyone to see, but his obvious potential was not enough to cement a place in the first team at Turin, often playing second fiddle to the likes of Mario Mandzukic and Paulo Dybala during last season, as well as Carlos Tevez and Fernando Llorente the year before.
Even with the limited match time, the Spanish striker has been effective whenever called upon by Massimiliano Allegri, scoring 27 goals over the course of two seasons.
The 23-year-old has shown great maturity during his time with Juventus, being rewarded with an inclusion in the Spanish side for Euro 2016 as a result.
His promising performances have led to an increase in his price tag, and Real Madrid wasted no time in triggering a buy-back clause in the deal which saw the striker leave the Santiago Bernabeu for Italy in the first place.
Possessing greater value now, the player's sale is sure to generate a profit for the La Liga giants, but their asking price could be a major obstacle in any potential transfer negotiations.
More Established Players Have Lower Price Tags
What makes the £64 million price tag even more unrealistic is the relatively lower values of more established players across the continent.
Arsenal value star player, perhaps the crown jewel of the Emirates, Alexis Sanchez at just £34.1 million, nearly half the price of Morata.
The Chilean winger is one of the most highly rated players in the Premier League and was, and continues to be, a key component of the Chilean national side, leading them to consecutive Copa America wins in 2015 and 2016.
With respect to quality and experience, the former Barcelona player is head and shoulders above Morata, yet Madrid's valuation of the striker remains much more than that of the Chilean.
Belgian play maker Kevin de Bruyne joined Manchester City from Wolfsburg for £55 million, a price still lower than Morata's.
The 25-year-old was one of the best midfielders in Europe last season, providing a key presence for City in the league, as well as in Europe, guiding the team to the semi-finals of the Champions League.
In terms of quality, Morata is not at the level of the aforementioned players yet, which means Madrid's asking price for the striker can be deemed unrealistic.
One factor that could support the Spanish striker's valuation is his relatively younger age. At 23, the Real Madrid youth product has many years in which to prove himself as a true force in the game.
At the moment, however, the increased asking price for the forward appears to be outrageous, and it will take some negotiating by Madrid's representatives to forge together a deal for the player's sale.
How much do YOU worth Alvaro Morata at? Let us know in the comment section below!