Bruce says it would be Premier League suicide to sell him in January.
He told TalkSPORT: “Emile Heskey has been terrific for Wigan. He doesn’t owe us anything at all because of his performances.
“We would be mad to try and cash in now with him for the sake of three or four million quid. You don’t have to be Einstein to realise that.
“We don’t want to lose him and I’m sure the chairman will back me on this.
“If we’re only going to get £3m or £4m for him then what’s the point when you’re trying to get a £30m jackpot next summer?
“So it would take a hell of a move for us to even consider doing it because of the implications it would have on the team, the supporters and everything else that goes with it.
“I’ll be doing my upmost to make sure that he stays and goes for all the squad. I’ve got five or six players who are being coveted by the top teams.
“We want to try and keep hold of them. We know how difficult it is to keep hold of the players but that’s always going to be the case.”
