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Nottingham Forest have emerged as surprise frontrunners in the race to sign Juventus striker Dusan Vlahovic, long considered a key target for Arsenal as they prepare for their UEFA Conference League campaign in the 2025/26 season.
According to multiple reports, Forest are showing strong intent under manager Nuno Espirito Santo, with the Serbian international identified as a marquee signing to reinforce their attacking options. The club’s European qualification has seemingly accelerated their pursuit, positioning them ahead of Premier League heavyweights such as Arsenal, Manchester United, Chelsea, Newcastle, and Tottenham.
Vlahovic, 25, has netted 56 goals in 143 appearances for Juventus since joining from Fiorentina in a £66 million deal in January 2022. While his contract runs until June 2026, stalled extension talks due to his refusal to accept a pay cut from his £315,000-per-week wages have prompted Juventus to consider offers in the region of £25–30 million, a major reduction from their original £70 million valuation.
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Arsenal’s pursuit of Vlahovic dates back to January 2022, when they reportedly submitted a £50 million bid while he was still at Fiorentina. However, the striker opted for Juventus, stating at the time that “Juventus was the only club in my mind.” Despite the snub, Arsenal manager Mikel Arteta has continued to track Vlahovic, particularly as the Gunners seek a consistent No. 9 amid ongoing fitness concerns surrounding Gabriel Jesus.
Dusan Vlahovic - Arsenal
Dusan Vlahovic (Image credit: Getty Images)
With new sporting director Andrea Berta now leading Arsenal’s transfer strategy, the club is monitoring the situation closely but appears to be prioritising other striker targets, such as Sporting CP’s Viktor Gyökeres and RB Leipzig’s Benjamin Šeško.
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Forest’s ambition, however, has placed them firmly in pole position. Sources suggest the club has already made contact with Vlahovic’s representatives, with transfer expert Rudy Galetti describing Forest as the “most concrete option” currently on the table. The presence of fellow Serbian international Nikola Milenković, signed from Fiorentina last summer could further sweeten the deal for Vlahovic, who is believed to prefer a Premier League move despite interest from AC Milan and Fenerbahçe.
While Forest lead the race, Vlahovic is in no rush to make a decision. He is reportedly waiting to see if offers materialise from clubs playing in the Champions League, something Forest cannot offer, but Arsenal can. His tally of 14 goals in 39 appearances for Juventus this past season, including four in the Champions League, underlines his potential to succeed in English football. Former Arsenal defender Philippe Senderos has backed the Serbian to thrive in the Premier League, telling CasinoHawks that Vlahovic “could certainly have a big impact.”
Juventus are reportedly keen to offload Vlahovic to fund a permanent move for PSG loanee Randal Kolo Muani, adding a sense of urgency to the transfer saga. The Italian giants are said to favour a deal worth around €40 million (£33.8 million), which could be tempting for multiple Premier League clubs.
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