Brisbane coach Wayne Bennett claims the Broncos' culture of success is incentive enough for Matt Gillett to reject offers reportedly worth $250,000 a year more from rival NRL clubs.
A big pay day looms for Gillett should he opt to leave the Broncos - with some reports suggesting the likes of Gold Coast and the Sydney Roosters are lining up massive deals for the Queensland Origin star.
But Bennett said a price could not be put on his club's winning culture and hoped Gillett would remain a part of it, even if it meant a pay cut.
"If it was just playing for money it wouldn't be an issue but it is much deeper than all that - you have to be happy where you are at," Bennett said.
"At the great clubs that's what they have to do, they make sacrifices for success.
"That's been part of our psyche since day one.
"You see a lot of guys who do that (chase the money) and their careers are gone.
"You look at players and think 'what's happened to him' - well, he made a bad choice.
"The culture and environment is not right for him."
The Roosters are believed to be circling Gillett while the Titans have plenty of salary cap space after the Daly Cherry-Evans backflip and loss of big names Nate Myles, Dave Taylor, James Roberts and Aidan Sezer in the past 12 months.
Brisbane boss Paul White was not surprised the veteran of 12 State of Origin games was in demand.
But he hoped to keep the 27-year-old after watching Gillett come through the Broncos' junior ranks.
"We will work really hard with Matt and his management to see if we can keep him," White said.
But White added: "It's a constant challenge.
"There's no shortage of suitors for players at our club."
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