After years of playing hard-to-get, the Wests Group has emerged as the leading candidate to buy the Newcastle Knights – possibly before the end of this season.

While both the NRL and Wests Group chief executive Phil Gardner have been reluctant to comment, citing confidentiality agreements, Knights chairman Brian McGuigan confirmed on Sunday that negotiations were advanced.

He also revealed that there were other interested parties in contention.

"The NRL are talking very seriously with Wests," McGuigan said.