Dusan Vlahovic has reportedly informed Fiorentina that he has decided to join Juventus.
The Serbian superstar is widely regarded as one of the game's greatest talents, having smashed all goalscoring records in Florence.
Fiorentina had an offer worth in excess of £60 million on the table from Arsenal, while also being aware that Manchester City, Liverpool, Chelsea, and Tottenham were all monitoring him carefully.
Vlahovic and his representatives, on the other hand, have made it clear that they will only do things on their terms, as we reported earlier this month, and the player has now told Fiorentina that he wants to stay in Italy but go to Turin, confirming the club's worst concerns.
Juventus had long been regarded frontrunners for Vlahovic, but his recent form has attracted other suitors, and it appeared that he would be moving to England.
Juve, however, have emerged as Vlahovic's favorite destination, which has infuriated Fiorentina.
Fiorentina made it obvious that they did not want to transfer Vlahovic to Juventus, who have a history of snatching up their finest players, with the most recent large deal seeing Federico Chiesa join the Old Lady on a two-year loan in 2020, with the Turin giants having the option to buy him for less than £50 million - a stunning bargain now.
Juventus' acquisition of Chiesa caused Fiorentina president Rocco Commisso to accuse Juventus of 'stealing' him.
"How did they get Chiesa?" said La Viola's president. "They snatched him away from us. Because they bribed him with a large sum of money."
Fiorentina are now facing a similar situation with Juve and Vlahovic, and their chief executive Joe Barone confirmed that the club is waiting to see if a deal for the Serb materializes this month or in the summer.
"I have talked a lot about Vlahovic in these days, Fiorentina has not received offers up to now, but we want clarity," said Barone.
"Our market is not closed, we are always attentive to all movements in Italy and Europe. Let's see what can happen. From Vlahovic and his entourage, we want clarity. "