Los Colchoneros have been alerted of the player’s potential a while back and they have recently started monitoring his performances on regular basis.
And with the attacking midfielder exploding onto the biggest stage this season, Atletico are hoping to snatch the youngster before top European clubs take notice.
Roberto Firmino joined Hoffenheim from Figueirense in January 2011, and quickly developed into an important player at Wirson Rhein-Neckar Arena.
He has made a total of 85 Bundesliga appearances for the German side, scoring 22 goals in the process.
While showing a great deal of promise last term as well, the 22-year-old is clearly enjoying his most successful season to date, having notched 7 goals in 11 league matches this term.
Hoffenheim reportedly value their prized asset at €10 million, with the asking price unlikely to be a problem for his suitors.