Arsenal face being priced out of the race to sign Paulo Dybala, with Palermo president Mauro Zamparini upping his price tag.
The Argentine has been one of the breakthrough stars of the Serie A season, and Zamparini is aiming to cash in and get a bidding war going.
Football Italia reported last month that Palermo were demanding €40 million for the forward, and both Arsenal and Manchester United were interested.
Now his demands have changed, telling Italian website Tuttomercatoweb he wants 25% of that original fee on top.
He said: "Since yesterday, his value is €50 million, there are 6-7 teams interested."
At the weekend Dybala provided an assist in the 2-1 win over Genoa, his third in the last two games.
The 21-year-old has 13 goals and 10 assists in 30 Serie A matches this season.
Will Arsenal or United pay up?
It would be reasonable to expect Arsenal to back off if Zamparini sticks to his €50 million assessment.
Arsene Wenger has the money available, but has chosen only to sanction this kind of transfer when it comes to proven players who are a little older like Mesut Ozil and Alexis Sanchez.
Two seasons ago he chose against signing Julian Draxler who was similarly inexperienced and available at a similar price.
Manchester United may be braver with their money when it comes to Dybala, whose price would match the amount they would have to pay to sign Radamel Falcao permanently.
The Palermo attacker is younger, more versatile, and does not have the serious knee injury history the Colombian does - but most ominous of all is the interest from Chelsea who lack true quality back-up to Diego Costa up front.