The 24-year-old’s current contract is set to expire at the end of the season and reports have suggested that Hull City could decide to cash in on the forward in January in order to avoid losing him on a free next summer.
Aluko is currently out of action until February with an Achilles problem.
Bruce told the Hull Daily Mail: “I’m still hopeful that we can do something (with the contract).
“The most disappointing thing is getting injured. He could do without that when he’s talking about a new contract.
“We’ll still talk to him and we’re still optimistic. I’ve got no intention of letting him go anywhere in January.
“I don’t think he’s going to be fit in January so I don’t see any prospect of anyone coming in for him.”
He added: “People are criticising my owners over the name change but the most important thing for me is if I turn around and say ‘We’re not selling Sone Aluko at whatever cost’, then he (Assem Allam) won’t do it. I’m confident about that.
“I can’t see any reasoning in that one. I can’t see us selling Aluko, even if he doesn’t sign a new contract.
“I can’t see it unless it’s ridiculous money, and I can’t see anyone paying ridiculous money for someone who’s injured and played a handful of games since last Christmas.”