The Italian champions favour a loan deal, something that may not appeal to the Blues who are themselves looking to re-shape their own squad in the window
The Spanish striker enjoyed the best form of his career at the Turin giants between 2014 and 2016, but has only intermittently shown that level at Stamford Bridge.
Although Morata had a good start and got some big goals, he suffered from a distinctive lack of confidence from the turn of the year, and was often dropped for Olivier Giroud.
While Chelsea still have faith the forward can come good, they do need to raise funds ahead of what is set to be a summer of significant change at Stamford Bridge.
Some among the hierarchy have realised the need for investment in the squad, although they will likely need to sell.
Juventus themselves are likely to heavily invest in their squad, with Italian sources suggesting that is one of the Max Allegri’s conditions if he is to stay at the club another season, as he is so determined to win the Champions League but feels they need signings to do so.
The Italian champions are however said to favour a Juan Cuadrado-style financed loan if they were to move for Morata, something that may not appeal to Chelsea given how much they paid for the striker.
Cuadrado finally moved to Juventus on a permanent contract in 2017 for a pre-arranged fee of £20m, after the Serie A side had initially paid loan fees and performance-related bonuses following his August 2015 temporary switch.