Liverpool managing director Ian Ayre has admitted that Luis Suarez's disciplinary issues have 'damaged' the brand of the Merseyside outfit.

Since arriving at Anfield in January 2011, the controversial Uruguayan has been punished for racially abusing Manchester United defender Patrice Evra, as well as receiving a 10-game ban for biting the arm of Chelsea's Branislav Ivanovic.

The 26-year-old made his return to action from suspension by starting last night's 1-0 defeat to Manchester United in the third round of the Capital One Cup.

According to The AP, Ayre described Suarez as a "street fighter" during a talk at the Sport Industry breakfast in London, and has insisted that the forward has "responded well" following the ban.

However, Ayre has criticised Suarez's previous conduct by saying: "Any types of incident of that nature are damaging to the brand."

Suarez publicly expressed a desire to leave Anfield during the summer, but the Merseyside outfit blocked a move away from the club.