Blackburn Rovers have demanded £25million for in-demand striker Adam Armstrong, striking a blow to chasing clubs like West Ham.
Armstrong, 24, has already scored 20 goals in all competitions this season, eclipsing last campaign's tally of 17.
Hammers boss David Moyes may be put off by Blackburn demanding £25m given the precedent of Championship strikers like Ollie Watkins successfully adapting to the Premier League.
The former Brentford striker moved to Aston Villa for £28m in September and has 10 goals already this season.
However, Armstrong becomes a free agent in 2022, potentially providing a factor which may lower the transfer fee.