West Ham sporting director Gianluca Nani claims the club have no plans to swap Valon Behrami for Rubinho.
The Hammers have been strongly linked with the Palermo keeper over recent weeks, despite numerous denials of interest from within the club.
The speculation continues to rumble on now that the January transfer window has opened for business, with the story now involving a possible trade.
Latest reports suggest West Ham could be willing to offer versatile Swiss midfielder Behrami in exchange for Brazilian shot-stopper Rubinho.
However, Nani claims there is no such plan in place, with Gianfranco Zola making it clear that Behrami remains an integral part of his plans at Upton Park.
"What makes people think we could swap Behrami for Rubinho?" he told mediterraneoonline.it.
"Behrami is absolutely non-transferable, not for any price, no-one has any idea what price we would value him at anyway.
"The possibility of an exchange with Rubinho does not exist at all."