Interest in Adam Armstrong is hotting up with a new name in the frame to sign the Rovers striker.

Southampton have had the strongest interest in Armstrong throughout the window, seeing a bid of £8m rejected, and since outlining they wouldn’t be able to reach Rovers’ asking price of at least £20m.

That looked to have created a stalemate with prospective suitors, as interest in Armstrong became something of a saga, but as the Premier League transfer window kicks into gear, Rovers may well be the subject of a bidding war.

Watford were reported to have submitted a bid, but the Hornets insist that despite interest earlier in the window that was never followed through with a bid, and having strengthened in attack, they are out of the running.

Southampton received a cash injection on Wednesday night when Danny Ings sealed a move to Aston Villa for a fee in the region of £30m, funds which boss Ralph Hasenhuttel hopes to use to strengthen his squad, with Armstrong firmly in the mix.

Ings' situation was similar to Armstrong in that he was into the final year of his deal, the 29-year-old having turned down the offer of a new deal to stay at St Mary’s.

Armstrong too has less than 12 months to go on his contract at Ewood Park, an offer remaining on the table, but interest is high in the striker who netted 29 goals last season.

Speaking of the Saints’ prospects of replacing Ings, Hasenhuttl said: "We can replace him with the money we have got.

"We know that we need two more players so we must be looking, still to buy them cheaper and sell them for more.

"We lose an important striker who scored a lot of goals and we must split the goals he scored amongst our player, on their shoulder. Three more goals, four more goals from them and they can maybe replace him.

"We will hopefully get two or three more in and I am sure that we will replace him.”

A straight cash deal remains Rovers’ preference, with swap deals notoriously difficult to do, links with Andre Gray of Watford and Southampton’s Michael Obafemi never getting off the ground.

A similar deal was said to be in the offing from Norwich City who were reported to have made a ‘major bid’ for Armstrong which would include Canaries striker Adam Idah, most likely on loan.

Rovers have commented on those reports, but interest from Norwich is genuine, having first looked at Armstrong in June as they prepare for life back in the top flight.

However, the Lancashire Telegraph understands that Crystal Palace have also entered the running for Armstrong, their recruitment under new boss Patrick Vieira having focused upcoming talent, snapping up Michael Olise from Reading as well as Chelsea defender Marc Guehi who impressed during his two loan spells at Swansea City.

Having stuck to their valuation, Rovers will hope their patience will be rewarded, however, the new Championship season is just three days away. Palace are still to add to their strikeforce and like Norwich and Southampton see Armstrong as a player to help boost their attacking options.

Newcastle United will be watching with interest, due 40 per cent of the profit of any prospective sale following Armstrong’s move to Ewood Park in 2018.

Manager Tony Mowbray stated there was no guarantee of any money from a possible sale being reinvested back into the team, but would speak with owners Venky’s if that should happen.

The transfer window is open until 11pm on August 31, with Rovers kicking off their Championship season with a home game against Swansea City on Saturday.