For his part, Morata would have no problem agreeing a deal at Chelsea. The Manchester United claims have been covered, but even Le10 Sport couldn't dream up their own slant, making sure to credit the English media, and there doesn't appear to be much behind it.
That's because the Daily Mail believe Chelsea's pursuit of Monaco midfielder Tiemoue Bakayoko has stalled - opening the door for United to pounce.
Therefore, Manchester United have now stormed ahead of Chelsea in pursuit of Bakayoko as a deal for Matic looks unlikely.
According to the Sun, the Blues have turned their attention to former United striker, Javier Hernandez.
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While one source doubts their friendship will survive, another said, "Their relationship is familial". However, I'm sure Jay's diss made the decision a little more personal rather than strictly business.
Morata scored 20 goals in 43 appearances for Madrid last season but the 24-year-old striker is desperate for a move away from the Bernabeu in search of more regular game-time.
Despite signing Antonio Rudiger from AS Roma, Conte and Chelsea badly need a boost in the transfer window. Given chances he's arguably a better finisher than Costa and the Spanish global could deal with the physicality of the PL while also providing an aerial threat and is able to hold up the ball.
You can see them all by clicking the right arrow, above. Losing out on the hulking Belgian to Jose Mourinho no doubt throws a spanner in the works, leaving Conte frustrated, and considering his future.