The Latics boss insists the club do not need to sell the player to bring in money during the January transfer window and has backed his striker to find top form again
The Colombia international can leave the Latics on a free transfer when his contract expires at the end of the season, but Martinez insists the club is not in a position where they have to sell.
“We don’t have the money which other clubs have got to invest,” he told reporters.
“But the benefit is that we don’t have to sell players either.
“And it is much more important to keep Hugo playing for us until the end of the season than trying to cash in on him right now. We want him to concentrate on his football and getting back to his best.
“Then we will have to see where we are at the end of the season.”
Rodallega, who has been linked with moves to Arsenal and Liverpool in the past, has scored just once for Wigan in a season which has been marred by injury and a dip in form.
Martinez added: “Any player can have a dip in form and we have got to help him get back to himself with the team. He has it in his DNA to play against the top sides.”