According to reports in The Guardian, West Ham United have launched a £12m bid for Norwich City attacking midfielder James Maddison, who is rated at £20m by his club according to the Evening Standard.

Irons boss David Moyes is looking to strengthen his squad before the January transfer window slams shut on Wednesday, and he is keen to sign the highly-rated 21-year-old having watched in action in the Canaries' FA Cup defeat to Chelsea at Stamford Bridge last week.

The Evening Standard says that the Hammers' Premier League rivals Liverpool, Tottenham Hotspur, Manchester City and Leicester City are also keen on the former Coventry City man, who has been an impressive performer for the Championship side this season.

Meanwhile, Southampton made their first signing of the month when they completed a club-record £19m deal for Monaco striker Guido Carrillo on Thursday, but Mauricio Pellegrino will be looking to further strengthen his team as they are currently lying in the relegation zone.

Saints particularly need some attacking reinforcements given they have only scored 24 goals in their 24 top flight fixtures so far this term, and bringing Maddison to St Mary's could prove to be a shrewd move.

Here are three reasons Southampton must hijack West Ham's bid to sign the attacker…

Goals/Assists

Soccer Football - Championship - Norwich City vs Millwall - Carrow Road, Norwich, Britain - January 1, 2018   Norwich City's James Maddison celebrates scoring their second goal    Action Images/Andrew Couldridge    EDITORIAL USE ONLY. No use with unauthorized audio, video, data, fixture lists, club/league logos or "live" services. Online in-match use limited to 75 images, no video emulation. No use in betting, games or single club/league/player publications.  Please contact your account represen

Southampton have been lacking goals and creativity so far this season, and Maddison's statistics for Norwich this season suggest that he could help the south coast outfit out in both regards in what is going to be a vital few months ahead for Mauricio Pellegrino's side.

The 21-year-old has scored eight goals and provided a further eight assists in 31 appearances in all competitions for the Canaries this term, including a goal and an assist in the 2-1 win against Millwall on New Year's Day.

Style of play

Maddison has been so successful in the No 10 role or behind the striker this season because he is agile, he has quick feet and a good eye for a forward pass.

According to WhoScored.com, the 21-year-old has made 61 key passes in 26 Championship appearances so far this term, while he has also successfully completed 52 of the 77 dribbles he has attempted.

There is no doubt that his quality on the ball means he can be a hit in the Premier League, and Southampton should hand him the opportunity given their general lack of potency in the final third right now.

Potential

The 21-year-old may only be enjoying his breakthrough season with Norwich City this term, but he has already shown the great potential he has to go on to be a star in the Premier League.

The attacking midfielder is producing goals and assists, making chances for his teammates and causing opposition defenders problems with his dribbling, and the fact that he has won the Canaries' last four Player of the Month awards shows how well he has been playing, and just how highly-rated he is.

With Southampton hitting a slight lull in terms of academy graduates coming into the first team, they should be targeting one of the best young talents in the country to bring to St Mary's this month.

Do you agree, Saints fans? Let us know below.