West Ham's co-owners David Gold (L) and
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Uncomfortable truth about West Ham's stance on paying £28.5m for Blackburn striker Ben Brereton-Diaz

There is an uncomfortable truth about West Ham’s stance on paying £28.5m for Blackburn Rovers striker Ben Brereton-Diaz.

West Ham have been heavily linked with a move for the English-born Chile international (The Express).

And it’s no surprise given David Moyes has publicly admitted he has been searching for a new striker for two years.

The Scot has also stated he is not afraid to look to the Championship for signings with Jarrod Bowen a prime example.

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It is clear West Ham need a striker. Michail Antonio cannot continue to carry the goalscoring burden on his own.

The Hammers striker has even admitted himself that he needs some help (Standard Sport).

According to West Ham insiders Claret and Hugh – who have direct links to the Hammers hierarchy – Moyes has been quoted £28.5m for Brereton-Diaz.

That figure has raised eyebrows among many West Ham fans who do not feel he is worth that much. Indeed some reports claim West Ham themselves have baulked at the fee.

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But the uncomfortable truth is West Ham are deluded if they were expecting anything less.

For starters strikers always have been and always will be the most expensive players to recruit.

Throw in the fact there is a dearth of quality forwards across Europe and values are automatically inflated.

So the ones who do hit the back of the net regularly become even more valuable. Age and potential are the next biggest factors to be considered.

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Uncomfortable truth about West Ham’s stance on paying £28.5m for Blackburn striker Ben Brereton-Diaz

So why are West Ham and the fans surprised Brereton-Diaz is being valued at nearly £30m?

He is 22 years old and proving himself in one of the toughest leagues around.

Brereton-Diaz has 20 goals in 27 Championship appearances for Blackburn to his name this season. This guy can finish. And there is more than a passing resemblance to a certain Dean Ashton in that respect.

He works his socks off too and therefore ticks just about every box of Moyes’s recruitment policy.

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But ultimately the market dictates player values and if West Ham want to sign a striker they have to pay the going rate, whether they like it or not.

With Newcastle shelling out a ridiculous £25m for the distinctly average Chris Wood, there is a domino effect on prices across the pyramid.

Compare Brereton-Diaz to Wood – taking potential, age and possible future sell-on value into account – and it looks a bargain rather than extortionate.

West Ham were burned when they paid £45m for Sebastien Haller and it did not work out.

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But that was more down to the club failing to build a team to provide the Ivory Coast international with the kind of service he thrives on.

Moyes is right to be cautious with West Ham’s money. And his recruitment has been first class.

It is as clear as day that West Ham need a striker if they are to have a chance of turning a promising season into an unforgettable one.

So if Moyes wants the player and that’s the price Blackburn want then that’s what West Ham must pay. Simple.

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With Czech billionaire Daniel Kretinsky on board fans are hoping the days of West Ham low-balling for players will be a thing of the past.

There is a reason other clubs get signings wrapped up quickly, because – generally – they come to a realistic agreement over price and get it done.

Just because West Ham are historically terrible negotiators when it comes to getting good money for their best players – £25m for Dimitri Payet, £22.5m for Marko Arnautovic being two of the more recent cases in point – doesn’t mean other clubs are.

With Monday marking a week left of the window, West Ham fans won’t have to wait too long to find out if anything has changed.

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