West Brom are in talks with Matt Phillips over an improved contract as they look to fend off interest from Premier League clubs, Sky Sports News has learned.
Phillips has made 23 appearances for the Baggies this season, scoring five goals and providing six assists, and his good form has reportedly caught the attention of Burnley and Cardiff City.
That has convinced West Brom to move quickly to tie him to a long-term deal, although Sky Sports News understands talks are still at an early stage.
Phillips' current contract expires at the end of next season.
It is thought West Brom will play hard ball with any approaches for their best players in this window.
Having fought to keep the bulk of the squad together last summer after relegation from the Premier League, Darren Moore's bosses are determined not to weaken their promotion push.
West Brom sit fourth in the Sky Bet Championship, three points behind second-placed Norwich City.