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Liverpool have been informed by West Ham United that they must pay £20 million to the Londoners if they want to take Carlton Cole to Anfield, according to a report from The Sun.
The Reds were apparently told this week that they must shell out £15m plus another £5m linked to appearances at a later date.
The report implies that the price would have been lower had Liverpool been able to move for the player earlier in the summer.
Now, however, the Hammers do not want to leave themselves short in the striking department with a matter of days until the new season begins.
The east Londoners have also apparently turned down a bid of £9m plus £3m for appearances from Stoke City.
Cole has hit four goals in six pre-season friendlies this summer and has looked in sharp form.