Broja is a man in demand in the ongoing window following a breakthrough Premier League season on loan at Southampton from Chelsea.
A new striker is at the top of the wish list for West Ham as they are looking for reinforcements up front, with boss David Moyes determined to lead the club to a Champions League finish next term in the top flight.
Southampton also wanted to snap up the Albanian on a permanent basis having seen him shine at St Mary’s Stadium last term.
However, the Saints have now bowed out of the race for Broja’s signature and have turned to alternative striker targets.
Ralph Hasenhuttl’s side believe that the fee which would be needed to sign Broja, combined with his personal terms, does not represent value for the club.
West Ham are prepared to slap in a bid around the £25m to £30m mark for Broja and he is ready to listen to their project.
West Ham, who are keen to bring in support for Michail Antonio in the final third, can also offer Broja European football next season, but his future is in the hands of the Chelsea hierarchy and boss Thomas Tuchel.
The Hammers will not though have to take on Southampton for his signature.
