Celtic stormed to a double treble last season but Brendan Rodgers has acknowledged the Hoops are bound to have it tougher this time out.

Squad overhauls at Rangers and Hearts, coupled with Aberdeen and Hibs' strong showings in European action, point to a more competitive league.

With that in mind, Rodgers said Celtic will have to go out and earn the right to retain their crown this campaign.

He said: "It will be a very competitive league again, like it's been each of the seasons I've been here.

"We have to go and win it and earn the right.

"We're focused on winning as many games as we can, we enter every tourmanent to win and it's our job to go and win it again as champions.

"We want to develop the players, there is always room for improvement and we aim to improve in every facet."

Celtic haven't been as busy as their rivals in the transfer market but Rodgers has insisted his recruitment strategy is one of quality, over quantity, this time around.

French forward Odsonne Edouard has signed for a club-record £9m fee, while goalkeeper Scott Bain has also made his move to Parkhead permanent.

The Hoops have to this point navigated their way through Champions League qualifying, producing a vibrant second-half showing at Celtic Park en route to beating Rosenborg.

Dedryck Boyata's return from the World Cup will help beef up the defence, and Kris Ajer looks capable of establishing himself for both club and country going forward.

Rodgers has an abundance of midfield and attacking options at his disposal but the Northern Irishman is still searching for upgrades.

Three bids for John McGinn have been snubbed to date and it remains to be seen whether Celtic will return to the table once more.

Regardless of McGinn's arrival or not, the Hoops will remain the firm title favourites.