West Ham United have whacked a massive £16.5million price tag on striker Carlton Cole according to reports.

Hammers co-owner David Sullivan believes that Cole is equal worth to Sunderland's Darren Bent and has decided to warn off any potential suitors by valuing him highly.

"If Darren Bent is worth £16.5m then so is he," he said.

"Bent has proved he's worth every penny. They are like for like and worth the same."