West Ham United have continued to pursue a potential move for Nottingham Forest striker Taiwo Awoniyi, with negotiations still ongoing, according to reports from West Ham insider ExWHUEmployee. The Hammers are looking to bolster their attacking options, and the 27-year-old Nigerian forward has emerged as a target. However, despite West Ham’s interest, Forest are reportedly reluctant to part ways with Awoniyi, particularly given the impressive season they are currently enjoying.

Awoniyi has played a significant role for Forest this season, though he has only started two league matches. His performances have contributed to their strong campaign, and while he is not the first-choice striker—Chris Wood holds that position—Awoniyi has been a crucial second option for Steve Cooper’s side. Should Forest agree to sell him, they would require a replacement for the forward, which makes a move to West Ham seem less likely as the clock ticks down toward the February 3 transfer deadline.

ExWHUEmployee further emphasized that while West Ham have continued their interest in Awoniyi, Forest’s reluctance to entertain offers is a key stumbling block in the negotiations. It appears that Forest are committed to retaining Awoniyi for the remainder of the season, especially since losing him without securing a replacement would leave them thin in attack. As a result, even though Awoniyi is a player that West Ham highly value, the current stance from Forest suggests that the striker may not be moving to the London Stadium in this transfer window.

West Ham’s need for a new striker is becoming increasingly urgent. After their 3-2 victory over Fulham on January 14, which lifted some pressure off manager David Moyes, the club still remains in search of a proven forward to help their push in the Premier League. With their current attacking options falling short in terms of consistency and quality, securing a striker has become a priority for West Ham’s technical director, Tim Steidten, who is under pressure to deliver during this window. The club is also looking to redeem itself after a disastrous summer transfer window, which left them with significant gaps in their squad.

Steidten, who was brought in with the responsibility of improving West Ham’s recruitment strategy, faces increasing scrutiny over his decisions, especially after the summer failures. The club’s failure to strengthen key areas during the summer has put added pressure on him to secure a striker this month, as West Ham’s struggles in attack have been a recurring issue. Adding a quality forward would alleviate some of the pressure on Steidten and Moyes, and a successful January transfer could be vital for West Ham’s ambitions for the second half of the season.

However, if Forest refuse to let Awoniyi go, West Ham may have to explore other options. The clock is ticking toward the January 31 deadline, and the club’s management team will need to act swiftly if they are to land a new striker before the window closes. With Forest unwilling to entertain offers for Awoniyi unless a suitable replacement is found, it remains to be seen whether West Ham can pivot to alternative targets or if the deal for Awoniyi could be revived later in the window. For now, the situation remains uncertain, and West Ham’s ability to secure a forward could be key to their success or failure in the coming months.