LIVERPOOL managing director Ian Ayre believes the incident involving Luis Suarez and Chelsea defender Branislav Ivanovic which resulted in his 10 game ban has damaged the club's global brand.

The 10-match suspension for biting the Chelsea defender during a game in April came after Suarez had been banned for eight games after racially abusing Manchester United's Patrice Evra in 2011.
And while pleased the Uruguayan international is back in action following the ban, Liverpool is still concerned about the damage the striker has caused.
"Any types of incident of that nature are damaging to a brand," said Ayre said on Thursday.
"Luis is a footballer, he's a street fighter, he's a larger-than-life character.





       
"Nobody is condoning any bad behavior but it's just something you have to deal with.
"He is what he is, he is the character he is, and we have to try and harness that.
"We have worked a lot with Luis since the last incident with Ivanovic and he has responded well to that. He has been prepared to commit to that sort of work on his character."
Suarez returned to action in a 1-0 loss to Manchester United in the League Cup on Wednesday, and was heavily linked with a move away from the club during the summer transfer window.