Anfield chief admits Suarez damaged the Liverpool brand

Luis Suarez’s behaviour over the course of his Liverpool career has damaged the club brand, according to managing director Ian Ayre.

The Uruguayan returned from a 10-match ban for biting Chelsea defender Branislav Ivanovic in Wednesday night’s Capital One Cup defeat to Manchester United, having previously served an eight-game suspension for racially abusing United defender Patrice Evra.

Suarez further antagonised Reds supporters over the summer byagitating for a move away from Anfield, but Liverpool’s principalowner John W Henry insisted the player would not be sold under any circumstances. Ayre was impressed by Suarez’s desire to keep out of controversy on the night, but admitted the incidents the 26-year-old had been involved in previously had a negative effect on the club.