Dimitri Payet
Dimitri Payet is worth £100m, according to West Ham chief David SullivanGetty Images

West Ham United co-chairman David Sullivan claims Dimitri Payet is worth as much as £100m ($131.5m). The 29-year-old Frenchman recently starred at Euro 2016 for the host nation and as rumours continue to circulate about Payet's long-term future, Sullivan has slapped a world-record valuation on his head.

The Hammers chief admitted the Premier League's new TV deal has inflated the transfer market even further this summer, and Sullivan is readying himself for "six weeks of silliness" before the window slams shut. Before then, there are sure to be plenty of rumours surrounding West Ham's prize asset - but the east London club are determined to keep hold of Payet.

"It is the TV money. It is also clubs in Europe with Chinese money. But Payet is not for sale," he said, according to The Mirror. "Just because a big club wants him, tough luck. He is worth £100m. Even at his age.

"He's only done what he has done at West Ham all season. He's a very talented player. He's probably the best free-kick taker in the world on current form."

Payet has been linked with a big-money switch to Arsenal and Barcelona in recent months, but Sullivan does not have any worries about the midfielder being distracted by transfer speculation. "There might be six weeks of silliness when he bangs the table. But if you believe what he says, he wants to stay," Sullivan said amid Barcelona's reported interest.

"If someone wants to break the world record [for him] we might consider it. Because it's not then one-sided. The one-sided deal is if somebody comes in with £30-40m, offers the player double the money he's on and the player wants to go. We get ripped off. Why should that be the case? We're not going to stand for it."

Sullivan also admitted the Hammers might offer Payet another new contract in light of his recent form, even though the Frenchman only signed a five-and-a-half year deal in February. "We've given him a new contract. If he's still doing what he's doing now at Christmas or the end of the season we might give him another new contract," the West Ham chief explained.

"But he's only just signed a new contract four months ago and I don't see that a few games for France entitles a new contract after four months."