The transfer window has only been open for a matter of hours, but Philippe Coutinho's name already looms large.
After the summer saga over whether or not Liverpool playmaker Coutinho would join Barcelona, speculation has continued to surround a potential move.
And the Telegraph reports that "after Barcelona's presumption they will sign him in this window was taken to extreme levels" when Nike, their kit manufacturer, advertised a Coutinho shirt, Liverpool "will demand an astronomical fee" to even consider a sale.
It adds that although the shirt promotion was soon taken down, "the arrogance surrounding the advert fuelled the sense of intrigue."
Liverpool, who rejected three big Barcelona offers for Coutinho in the summer, will continue to stand firm after what the Telegraph calls "an extraordinary marketing blunder."