Udinese have warned Barcelona and Manchester City that Alexis Sanchez will only be sold for €50m.
Barca are understood to have offered terms which could see the Italian outfit eventually net €38m, while it is understood that City have bid even more.
However, the Stadio Friuli outfit are insisting that both clubs will have to dig deeper into their pockets to secure the Chilean international.
"Is €50m not too much? No, it doesn't seem enough," Udinese patron Gianpaolo Pozzo told Spanish newspaper AS.
"I have no doubt that if he stayed with us for another year he would be worth even more than that. He's the best player of his generation. He's like Cristiano Ronaldo when he was 22.
"We look after hundreds of players, we've been in this business for some time and we know when we have a diamond. Alexis Sanchez is one.
"If a club wants him then they will have to pay his price in full and that is €50m."
It's understood that Sanchez is in favour of a switch to the Nou Camp and Pozzo believes the move would make sense for the European champions.
"He's the cherry on the cake which [Barca boss Pep] Guardiola is missing, a player who can make the difference," Pozzo added. "When you buy someone you shouldn't just look at his price tag.
"Manchester City have made us a more generous offer than Barcelona. But if Cesc Fabregas is worth €40m, Neymar €45, then I say €50m for Sanchez."
Reports have suggested that a switch could be sealed soon, but Pozzo has indicated that we'll have to wait a while longer before Sanchez's future is resolved.
"I think that if a deal is done then it will happen at the last minute on the last day. That's normal in cases like this. I repeat, I'm in no hurry to sell Alexis."
Think you know your Italian football? Share your knowledge, tips and comments to win cash prizes in OLBG's World Cup tipster competition  - £10,000 to be won!