Suarez damaged Liverpool’s brand, says Ayre

Liverpool managing director Ian Ayre has said that the controversial incidents involving Luis Suarez in the past two years have damaged the club’s image, according to Sky Sports.

In December 2011, Suarez was given an eight-match ban by the FA for racially abusing Manchester United defender Patrice Evra in a match at Anfield in October of that year, and the Uruguayan has only just returned from a 10-game suspension for biting Chelsea’s Branislav Ivanovic back in April.

Both events were high-profile and widely documented, and Ayre believes that Suarez’s actions in the past have damaged Liverpool’s image. He said: “It was damaging to the brand but this club is bigger than one player. Luis is a street fighter and we had to deal with it.

On Suarez making his comeback on Wednesday evening in the defeat to Man Utd in the Capital One Cup, Ayre added: “We’ve worked a lot with him since the Ivanovic incident and he’s back to what he’s best at – terrorising defenders. We all move on together. Hard work and lessons have been learnt post-Evra and we now have a process in place for any crisis. Not a Suarez crisis, just any one.

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