The 23-year-old, who has also been linked with Liverpool, is being groomed as a potential mainstay of the Brazilian national side as part of their post-World Cup restructuring.
He was a stand-out performer for Hoffenheim in the Bundesliga this season as he scored seven goals and assisted a further 10, a total bettered only by Kevin De Bruyne and Zlatko Junuzovic.
Roger Wittmann, who represents Firmino, would not confirm where the striker’s exact destination was but confirmed he will be moving to the Premier League.
“All I can say is that he’s moving to England,” Wittmann said.
All of the formalities – including a medical – are likely to be completed while Firmino is in South America to enable him to complete what is likely to be a club record transfer for the Bundesliga outfit.
Their previous biggest transfer was the sale of Carlos Eduardo to Rubin Kazan for 20 million euros (??14.5m).