Portugal's O Jogo newspaper seemed to have started the cycle that has now been continued by the Daily Mirror, Daily Telegraph, Sky Sports and more, with a figure of £22 million or more quoted on each occasion.
Indeed, the widespread nature of the reports suggest a deal for the Serbian could be nearing confirmation.
And one journalist who watched Markovic on a regular basis last season, Jan Hagen, has claimed that Liverpool are 'really, really lucky' to be getting the 20-year-old for around that price.
According to Hagen, the Benfica winger is better than Raheem Sterling.
If Liverpool gets Markovic for €25m they're really, really lucky. A Sterling with better technique/pace. Potential to become a world beater.— Jan Hagen (@PortuBall) July 6, 2014
If Suárez leaves LFC I can't see why Markovic can't be a starter at Anfield. Thought Benfica would demand far more than €25m for Lazar.— Jan Hagen (@PortuBall) July 6, 2014
The claim may be somewhat hyperbolic, of course, while Sterling is several months Markovic's junior so could be a better player by his age.
But if the Reds are getting a player with more talent than Sterling, they're in luck, as the 19-year-old was simply sensational last season.
|Team||Pos||Goals||Assists||Dribbles Won||Accurate Crosses||Successful Final-Third Passes||Apps||Mins|
As Opta stats show, Sterling scored nine times and registered five assists in the Premier League last season, while also making 10 accurate crosses.
It was his dribbling that was most impressive, however, with the forward winning 92 duels on the ball. He also averaged roughly 10 successful final-third passes an appearance.
Markovic scored five times in the Portuguese league last season but registered no assists. Should his talent prove up to its billing, though, Liverpool fans will surely be excited by the prospect of two such devastating wingers creating chances (and converting them) game after game.
And should Luis Suarez leave Anfield, a Markovic-type player looks as though he will be the perfect reinforcement to make up for the creativity in the final third Suarez would have provided. His European experience, meanwhile, both in the Champions League and Europa League last season, should serve him well for the coming campaign at Anfield.