Jurgen Klopp says it is important for Liverpool to secure Roberto Firmino's long-term future at the club.
The 26-year-old has been in excellent form for the Reds this season, scoring 13 goals and providing a further six.
As he prepares his team to face Newcastle United on Saturday evening, the German boss explained the importance of rewarding key players such as Firmino.
He told the press: "It is very important for both sides.
"I think everything we are doing, the way we play, the way we give him the opportunity constantly to play – he deserves that," Klopp said.
"He deserves that because his work-rate is outstanding but it helped him a lot to step up. He became a different player here.
"Other teams can say, 'Hmmm, he's really good,' but it is not sure they will play the same way and use him as a nine or a 10 or they'll use him out on the wings."
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Klopp, who recently lost Philippe Coutino to Barcelona, is keen not to see his other star players depart the club.
The manager added: "It is important to keep these players who are at a good age and when there is still space for improvement. There is no doubt we want to do that.
"You can imagine we try to do that. But they all have contracts. It's not that their contracts are ending in the summer."
Firmino’s current deal runs until June 2020 but Liverpool have reportedly already opened talks about a new contract with improved terms.
Sadio Mane, who has also excelled under Klopp, is also reportedly included in talks over a new and improved deal.