It has also reignited speculation over the striker’s long-term future in Turin, with sources confirming that fresh conversations about a potential contract extension could begin.
The Serbian forward’s current deal runs down at the end of this season, and while Juventus are eager to avoid losing one of their most valuable assets for nothing, the situation remains complicated.
Club officials see a renewal as a possibility, but the financial gap between Vlahovic’s demands and Juve’s offers continues to loom large.
At present, discussions are more of an intention than a concrete negotiation.
The idea from Juventus is clear, in that they want to protect their investment and ensure Vlahovic does not leave for free.
Towards the back end of this year, meaningful talks could resume, with the possibility of an agreement that would extend his deal at the Allianz Stadium until 2027. However, the numbers involved make this far from straightforward.
High wages a sticking point
In previous attempts, Juventus have struggled to meet Vlahovic’s ongoing personal terms. The 25-year-old striker currently earns around €12 million per season, a salary that has already put off several potential suitors. Over the summer, his name was circulated around Europe and he was linked strongly with Premier League clubs.
Two major obstacles prevented a deal: his sizeable wages and his own preference to control his next move by leaving as a free agent in 2026.
That element is key because by running down his contract, Vlahovic could open the door to a wider range of opportunities, with clubs able to invest heavily in signing-on fees and bonuses rather than paying a transfer fee to Juventus.
It’s a strategy that is growing increasingly common among elite players.
For now, Juventus are hoping that his importance on the pitch will persuade him to reconsider.
His goal at the weekend - on the back of a strike in the first game of the season versus Parma - has underlined why the club remain determined to persist with him, and why other teams will continue to monitor his situation closely.
