The striker has expressed his commitment to the east London club and insists that he welcomes the competition for places provided by new signing Andy Carroll
In five-and-a-half years at Upton Park, Cole feels as though he has finally found a club he is happy at, and indeed his 17 goals last season helped fire the Irons back into the Premier League.
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"I don't want to leave," Cole told The Sun. "I've told the board that I want to stay for the rest of my career. I want to stay and help out the club anyway I can."
The summer arrival of Andy Carroll from Liverpool looked to limit Cole's opportunities in the first team but the former Chelsea man is happy with Carroll's arrival and believes it will bring the very best out of him.
He added: "Andy's a great player. I see it as good competition having him here. It will be good for the club and for me because it makes me up my game and set my goals higher.
"Because Andy Carroll is here, it doesn't mean I am going to go. I've never been one to lie down.
"By the end of the season you will see a different me and a different team as we'll be working well together."