West Bromwich Albion are set to smash their transfer record to sign Reading striker Shane Long, Press Association Sport understands.
The Baggies have held talks with Long's agent over the weekend and are close to agreeing a fee of between £6million and £7m.
It would exceed the £4.7m Albion paid Real Mallorca for Spanish midfielder Borja Valero three years ago.
West Brom's desire for a new striker is even more imperative as last season's leading scorer, Peter Odemwingie, is struggling to overcome an ankle problem.
Albion manager Roy Hodgson is hoping to sign Long in time for Sunday's Barclays Premier League opener with Champions Manchester United at the Hawthorns.
It will be the first financial outlay of the summer by West Brom after Gareth McAuley, Zoltan Gera and Billy Jones arrived on Bosman free transfers and Ben Foster joined on loan from Birmingham.
Hodgson has been pursuing Long all summer after the Irish striker scored 25 goals last season for Reading.
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