Aston Villa believe that they have a potentially world-class forward among their ranks.
Colombian frontman Jhon Duran currently plays the role of super-sub at Villa Park and he had been keen to leave in search of more game time.
The 20-year-old - who joined Villa from Chicago Fire in January 2023 - has come off the bench to score the winning goal in two of Villa's first three games this season.
But Villa boss Unai Emery is said to have much bigger plans for Duran in the future.
According to The Mirror, 40 clubs tried and failed to sign Duran over the summer. Villa's president of football operations Ramon Rodriguez Verdejo, better known as Monchi, told the newspaper: 'Unai is very confident with Jhon Duran. Very confident.'
Villa manager Unai Emery, pictured last month, is said to have a lot of faith in striker Duran
Monchi continued: 'He thinks he can become one of the best strikers in the world in the next 12 months. He is 100 per cent convinced.
'So, what is the problem? We also have Ollie Watkins and Duran wants to play. He thinks he is better than Watkins. That is normal because every player thinks he is better than their team-mates.
'To manage Watkins and Duran is not easy but at the end it is the best for the team. If you have two big strikers it is better than only one.'
Villa's director of football operations Damian Vidagany added: 'In every team there are two very, very important positions. Every position is important, of course, but the keeper and the striker are two very specific positions.
'If you have a great keeper, the second keeper can be as good as he can be - but it's difficult to change. If you have Ollie Watkins, it's very difficult to find someone better because he is a great striker, maybe in the top two or three in the Premier League.
'Ollie is a top professional and high-quality striker. So, did Duran want to leave the club? Yes. That's normal because he wants to play. There were no fewer than 40 clubs who wanted Duran - because everyone wanted him.
'Jhon Duran is a 20-year-old boy and he knows what we know - that he has huge potential. He can be one of the best strikers in the world, period. Unai is giving him more minutes. And we have spoken to him.
'He's training well - and he's happy. If there is one club that really thinks Duran can become one of the best in the world, then that club is Aston Villa and that manager is Unai Emery.'
Duran has featured in 38 Premier League games for Villa but only three of those appearances have come as a starter.
He scored five league goals in three starts and 20 substitute appearances last season.
Meanwhile, Watkins delivered 19 goals and 13 assists in 37 Premier League starts during the 2023-24 campaign.