It goes on to add that Birmingham were reluctant to sell in January, with the club under a transfer embargo, leaving the midlands side unable to replace their star man.
They are still reluctant to sell, and if that situation were to change, they would likely hope for a bigger fee, in light of the number of clubs claimed to be chasing the striker.
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Other than Southampton and – allegedly – Newcastle, both Burnley and Norwich City are said to be showing interest.
Growing interest may force Birmingham to sell
Having had a couple of tricky years – including narrowly avoiding relegation two seasons ago, followed by a points deduction last term – it may prove difficult for the Blues to hang on to the Englishman.
With quality homegrown players seemingly at a premium nowadays, and the prospect of more emphasis being placed on clubs to include more of them in their Premier League squads, a move for Adams from top flight sides is hardly surprising.
Whether the speculation and rumours are enough to turn the players head, and see him agitating for a move, remains to be seen, but certainly the more clubs that come knocking on the St Andrews door, will make it harder for them to hold on to their asset.
Many Newcastle fans do not seem keen on the Magpies making a move for Adams , but if he was available for around £10m, he may be a risk worth taking.
With Newcastle announcing their retained list yesterday, it may be that an outcome in the Rafa Benitez negotiations is close, and that – finally – the summer transfer business is on the verge of kicking into gear.