Valencia president Manuel Llorente has warned potential bidders that Spain striker David Villa has a price-tag of around 88million euros on his head.
The 27-year-old continues to be linked with the likes of Real Madrid, Barcelona, Manchester United and Chelsea, but Llorente says that his club have no financial imperative to allow Villa to move on.
He commented:"The value for any deal was 44million euros minimum, but we have decided to increase this to double.
"My opinion of David's value is because he has demonstrated his quality in all competitions. The price is placed by the current market, not by our desires.
"If he continues to score goals and help us qualify for the Champions League, then his value will increase some more.
"Selling players should not be seen as something negative, but it should be seen as a financial opportunity.
"Every club sells their players. We do not have to be afraid of selling our assets."