Aston Villa has firmly placed a £85 million valuation on their young Colombian striker, Jhon Duran

Aston Villa has firmly placed a £85 million valuation on their young Colombian striker, Jhon Duran, indicating that they are not prepared to let him go unless this substantial fee is met. This news was shared by Transfer News Live on X, with the information sourced from reliable football insider Ben Jacobs. Despite limited playing time in the Premier League this season, where Duran has only seen 87 minutes of action, his market value remains extraordinarily high due to his perceived potential and the club's investment in his future.

Duran's journey in European football began when Aston Villa signed him from the MLS side Chicago Fire for £14.75 million in January of the previous year, a move that was pushed by then-sporting director Johan Lange. Since then, the young forward has been under the tutelage of head coach Unai Emery, who has been tasked with refining Duran's raw talent into a consistent Premier League performer. Despite his sparse appearances, Duran's potential has not gone unnoticed, with his name becoming a regular in transfer discussions and speculation.

This high valuation strategy by Aston Villa is reflective of a broader trend in football where clubs are increasingly valuing young talents at eye-watering amounts, especially after landmark transfers like Neymar's move to PSG for €222 million in 2017, which set a new benchmark for transfer fees. The £85 million price tag set for Duran could be seen as Villa's attempt to either secure a massive profit on their initial investment or to deter suitors unless they are truly serious about acquiring his services.

As the January transfer window progresses, it will be intriguing to observe if any club is willing to splash out such a significant sum for a player with limited first-team experience, or if Duran will remain at Villa Park, continuing his development under Emery's guidance.