Sampdoria have warned any suitors of Mikkel Damsgaard that the 20-year-old is "not for sale", with Barcelona and AC Milan among those said to be mulling over bids for the €50 million-rated (£43m/$60m) midfielder.
The promising Denmark international has been catching the eye at Euro 2020, with a prominent shop window found in which to display his talents.
His valuation is now said to be soaring, with big-money bids potentially in the pipeline, but his Serie A employers have no intention of listening to offers for a hot prospect.
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What has been said?
Sampdoria president Massimo Ferrero told GR Parlamento: "I don’t know how much he’s worth right now because he is not for sale.
"I am keeping a tight hold of him and we’ll help him to develop, because I want to make a healthy profit at the end of it.
"As far as I am concerned, he is worth somewhere between €30m and €50m. He has talent and he will go far."
The bigger picture
Sampdoria paid just €6.75m (£6m/$8m) to sign Damsgaard from Nordsjaelland in September 2020.
He registered two goals and four assists in 35 Serie A appearances during his debut campaign in Italy.
There is the promise of plenty more to come, with the target found at this summer's Euros in a stunning 4-1 win over Russia - becoming the youngest player to score for his country at a European Championship in the process.
Denmark are through to the quarter-finals of that competition, where they will face the Czech Republic, offering Damsgaard another opportunity to impress an ever-growing fan base.