Ian Ayre: Suarez damaging brand 'Liverpool'

Damaged Goods: Luis Suarez is causing more harm than good for Liverpool

Luis Suarez‘s antics during his time in Anfield have ‘damaged’ Liverpool’s image according to club director Ian Ayre. ESPN FC reports.

The Uruguay international was back in the line up for the Reds in the 1-0 defeat against rivals Manchester United on Wednesday in the League Cup, the striker was penalized for a bite on Chelsea defender Branslav Ivanovic last season.

The 26-year-old previously made headlines in 2011 when he racially abused Manchester United left-back Patrice Evra for which he was imposed with a eight match ban.

This summer saw a host of clubs including Arsenal submit bids for Suarez, who made wish to quit the club public, but the Merseyside club turned down all the bids they received for their star striker. Liverpool director Ian Ayre confessed that Suarez is on the road to mending his character but stood by his statement about Suarez’s antics hurting the Scousers.

Ayre was quoted as saying: “Of course, any types of incident of that nature are damaging to a brand, but Liverpool Football Club is way, way bigger and always will be way bigger than any one player or one individual.

“What is important at those times is to ensure that we act respectfully and professionally as a football club.

“In the past we got some of that wrong and I’d say more recently we got that right.

“Luis is a footballer, sort of a street fighter, a larger than life character and we have seen that across not just even the Premier League but across football and other sports.

“Nobody is condoning any bad behaviour, but it is just something you have to deal with.

“He is what he is, is the character he is, and we have to try and harness that.”