Flick open a newspaper or turn on the television and you will be bombarded with speculation regarding possible big-money deals due for completion in the January transfer window.
Silly season is in full swing, with any player to have shown an ounce of ability over the first half of the season suddenly tipped to switch employer in the New Year.
Among those providing copy aplenty for gossip columns is West Bromwich Albion forward Saido Berahino.
An impressive burst out of the proverbial blocks saw him plunder eight goals in all competitions and earn a first call-up to the senior England squad, with Roy Hodgson among those caught up in the hype.
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Liverpool and Tottenham Hotspur are also reported to have seen enough from the 21-year-old to suggest that he would be a welcome addition to their respective ranks, regardless of his subsequent dip in form.
West Brom, though, have been left bemused by the whole situation, with Berahino having committed to a three-and-a-half-year contract a little over 12 months ago and due to hold further talks regarding fresh terms.
Alan Irvine insists there is no substance to reports suggesting that the Baggies are about to drastically alter their stance, with there no chance of a sale being sanctioned – especially not to a Premier League rival.
Irvine: We have had no enquiries for Saido. Any stories saying otherwise are no more than speculation— West Bromwich Albion (@WBAFCofficial) December 23, 2014
West Brom are adamant that Berahino’s head has not been turned by reports of interest from afar or by discussions regarding a lucrative new deal.
They remain convinced that The Hawthorns is the best place for him and that he will soon be back to his best having been offered a much-needed break.
Irvine will be fully aware that he could line the club’s pockets by moving Berahino on in January, with talk of £20 million valuations doing the rounds, but his ability and value to the cause is more important than money in the bank and the Baggies are right to stand firm amid a flood of destabilising stories.