Liverpool and Tottenham have been told by Wigan that Victor Moses will cost them £10million.
Moses, 21, has arguably been Wigan's best player this season as Roberto Martinez's side battle against relegation from the Premier League.
Liverpool had been showing interest in Moses prior to his move from Crystal Palace, but earlier this year agent Tony Finnigan ruled out a move away from the DW Stadium, insisting his client was happy at the club.
Since then, however, Moses has rejected a new contract as the Latics look to extend his stay beyond next season, with Finnigan revealing last month that his client had again spurned the chance to negotiate with Wigan.
Liverpool are still believed to be keen, as are Sunderland and Tottenham.
But Wigan insist they will not let the player leave the DW Stadium on the cheap and will insist on a fee in the region of £10m.
"You cannot stop players going to the next moment in their career and the potential of Victor is incredible," Martinez told theDaily Mirror.
"As long as the club gets the right price and the player gives everything they have got for Wigan, then our chairman Dave Whelan will never stop them from moving upwards.
"It happened last year with Charles N’Zogbia and it would be unrealistic of us to think we will never lose players.
"Victor has the quality to go as high as he wants to. We sometimes forget he is only 21 and we don’t want anyone to feel stale here.
"He is enjoying his football and if he attracts admirers from outside the club, that’s because he is doing well and Wigan are doing well."