The striker made his return from a 10-match ban for biting Chelsea’s Branislav Ivanovic, against Manchester United on Wednesday night. It is the latest in the Uruguayan’s misdemeanour – in 2011, he was handed an eight-game ban for racially abusing United defender Patrice Evra.
During the summer, Suarez made it clear that he wanted to leave Anfield, but a move to Arsenal was blocked. Speaking at the Sports Industry breakfast in London, Ayre said Suarez’s behaviour has brought a bad name on Liverpool.
“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.”