Manchester United and Chelsea have been warned they will have to stump up £75m to land the services of David Villa.
A report today suggests that the striker's club Valencia are eager to get the maximum amount for their star player.
Villa has long been linked with a move to the Premier League and with Valencia struggling financially, he may finally leave, but only for the right price.
Valencia president Manuel Llorente was questioned over the club budget, which estimates a £38m income from player sales.
When asked if this was the price-tag of the Spain international Llorente replied: "In my opinion, he is worth twice that amount.
'If he scores the goals that help us get into the Champions League, then his initial value is added to by what we earn from the Champions League."
Both Manchester United and Chelsea have been strongly linked with a move for the 27-year-old in January.