Atletico Madrid must capitalize on star striker Radamel Falcao's value and sell him in the January transfer window for an enormous transfer fee.
Per Sami Mokbel of the Daily Mail, "Chelsea owner Roman Abramovich is prepared to make Radamel Falcao the club's top earner by offering the striker a staggering £10million-a-year contract."
Madrid would be wise to take advantage of Chelsea's power on the transfer market. The Blues spent £50 million pounds to complete a transfer for Liverpool striker Fernando Torres in January of 2010, and no one would be surprised if they try to make a similar move for Falcao in just a few weeks.
Players such as Falcao usually have a higher value during the January window because they are capable of helping their new club in their league title race and whatever cup competitions are still ongoing.
Madrid has to realize that Falcao's value right now to a team like Chelsea or Manchester City is probably higher than it will ever be.
He's been in-form all season, and only Barcelona star Lionel Messi has scored more goals in La Liga than the Madrid star. Falcao has 17 league goals, nine behind Messi and three ahead of Real Madrid superstar Cristiano Ronaldo.
Atletico Madrid have been impressive in La Liga this season, and are surprisingly in second place with 40 points. Not many people would have expected them to be seven points ahead of their Madrid rivals at this point in the year.
However, they are nine points behind Barcelona and have an extremely small chance of winning the Spanish championship.
They will almost certainly qualify for the Champions League with a second- or third-place La Liga finish with or without Falcao, so if the club sells him for a major fee, they could use some of the funds to improve the squad in the summer.
Madrid are in a great position where they can sell Falcao and still qualify for the Champions League, so this means that they must capitalize on his transfer value.
He's not a young player that the team can wait to sell, and since Falcao is in the prime of his career, the best time to make a transfer is January.
If a club offers Atletico Madrid more than £40 million for Falcao next month, the Spanish club would be foolish not to accept it.