The Gunners' talisman is currently preparing for Spain's World Cup semi-final against Germany in Durban tomorrow, but has not been able to escape another summer of transfer speculation.

The 23-year-old may have already expressed his desire to return to the Nou Camp directly with manager Arsene Wenger, yet Arsenal have no intention of selling their star midfielder, who still has five years left on his contract.

An offer from Barcelona, believed to be in the region of £30million, has already been flatly rebuffed by the Barclays Premier League side.

While Barcelona will no doubt come back with improved terms, Rosell, who took over from Joan Laporta last week, insists the Spanish side are not prepared to break the bank for Fabregas.

"We will never pay 50 or 60 million (euros) for Cesc," Rosell told radio station RAC1.

"The whole world knows he wants to come and that we want to sign him.

"It is a topic that has become so public and that is the worst thing you can do with a transfer, because it makes the selling club raise their expectations and you end up paying over the odds."

Rosell will now seek talks with Wenger, who is commentating for French television at the World Cup.

"I assure you I will try and talk with him (Wenger) in South Africa," added Rosell.

Wenger, meanwhile, will have been busy with rebuilding plans of his own in South Africa.

German defender Serdar Tasci is one reported target, but with a £10million move for Laurent Koscielny of French club Lorient set to be completed, the Arsenal boss is unlikely to seek more cover at the back.

With long-term target Marouane Chamakh, the Morocco striker, having been brought on board ahead of the World Cup, Wenger will want to have as much of his transfer business completed as possible before the new domestic season kicks off with a televised trip to Liverpool on August 15.

Concerns over the fitness of Nicklas Bendtner, whose groin problems have not cleared fully despite complete rest after Denmark's exit from the World Cup, could see Eduardo retained, even though the Brazil-born Croatian is now further down the pecking order at Emirates Stadium.

Arsenal have also been linked with a move for the striker's namesake, the Portugal goalkeeper who impressed in South Africa and could be available for around £4million from Braga.

However, should Wenger feel he can no longer count on either Manuel Almunia or Lukasz Fabianski, who both made some high-profile errors last season, then the Arsenal boss would step up his interest in Fulham's Australia international Mark Schwarzer.

England midfielder Joe Cole also remains on Wenger's radar, despite north-London rivals Tottenham seeming to have stolen a march in the battle to sign the former Chelsea man on a free transfer.