Carlton Cole believes the arrival of Andy Carroll on loan from Liverpool can propel West Ham’s attack to new levels and provide much needed competition.

Cole, who has led the Hammers’ scoring charts for the last four seasons, is relishing the prospect of battling with Carroll for a starting berth.

“Every year, you have to have people challenging for places because it is healthy for the club,” Cole told the club’s official website.

“I’m a guy who believes in that and you could get complacent if you know you are going to play week-in, week-out.

“It’s better to always be on your toes and I welcome a challenge like Andy Carroll because he is one of the best target men around in the Premier League and it’s just going to reinvigorate me to be a better player.”

As well as praising strike rival Carroll, Cole also spoke of his admiration for new arrival Yossi Benayoun, who played with Cole at West Ham during the 2006-07 season.

“Yossi is a brilliant character and a great player as well – we all know that,” Cole continued. “He has finally come home and he’s back where I believe he belongs.”