Everton's director of football Marcel Brands has ruled out the possibility of the Toffees making a big-money bid for PSV Eindhoven winger Hirving Lozano.

The Mexico international has been tipped to move to a top European club in the future, and the 23-year-old has contributed 12 goals and seven assists in Eredivisie and Champions League fixtures this season.

However, Brands has suggested that he would only be prepared to pay as much as £18m for the attacker, claiming that it would be difficult for Lozano to make an impact in the Premier League.

Brands told Voetbal International: "I think that if Hirving Lozano and Steven Bergwijn go directly to the absolute top in the Premier League, they will have it very difficult. Look at [Naby] Keita at Liverpool. He was signed for more than €50m (£45m) from Leipzig, but is simply on the bench.

Of course Lozano and Bergwijn are interesting players, but €30m (£27m) for Hirving and €20m (£18m) for Steven, we will not pay that.

"For Richarlison we have indeed paid a lot of money, but he is 21 years old and has already shown it in the Premier League. He is likely to deliver double. I do not know yet with Lozano and Bergwijn. If Lozano would cost €20m, I would consider it, but at higher amounts we look at players who have already proven it in the Premier League or in another big league."

Lozano still has over four-and-a-half years remaining on his contract.