EDDIE Howe rubbished claims Cherries would sell Benik Afobe in the January transfer window and said the striker had an integral role to play at Vitality Stadium.

A report in The Sun six days ago speculated the Dorset club were set to offload the 24-year-old, with West Brom and former club Wolves – both rumoured to be interested in the summer – again touted as suitors.

But Howe, who has used Afobe in six of Cherries' seven Premier League fixtures this term, said the former Arsenal youngster remained a key cog in his squad.

Asked if the frontman was part of his plans for the foreseeable future, Howe said: "Of course. I don't know how many appearances Benik has this season but he has been involved in most games.

"He is a huge part of our plans."

Signed in January last year for a then club-record fee understood to be around £9million, Afobe immediately endeared himself to supporters by finding the net three times in his first four appearances.

However, Afobe scored just once more until December, a goal at Burnley proving the catalyst for a more fruitful second half to 2016-17 as the DR Congo international ended the campaign with six goals.

Having started against West Brom and Watford in August, he has been used exclusively from the bench in the Premier League since then and is still waiting to hit the back of the net this season.

Afobe asked to play in the Premier League Cup game against Norwich City last week – primarily an under-23s game – and bagged an impressive hat-trick with Howe looking on from the stands.

And afterwards Afobe stated how much he was relishing his spell on the south coast.

Howe added: "You always want your players to show the attitude that they want to achieve and I've got no problem with any player saying they want to play in any game.

"I was really pleased Benik got his reward with the hat-trick and it was a good night for him.

"I would like to think every player is enjoying their time here. There are challenges for every player as I can only pick 11 and I have a squad of 20-odd players, so there are going to be a lot of disappointed players who aren't on the pitch.

"But then it's about the environment you create around that. How are we looking after our players? Are we doing the right things? Can we improve their careers even if they are not starting games on a regular basis?

"We try to do that. It is a different thing to balance because, ultimately, in my position you want to create a winning team but you also want every player to reach their full potential under your guidance."

Cherries return to action following the international break when they make the trip to Wembley Stadium to face Tottenham, with Afobe hoping to be involved.