Ayre: Suarez has damaged Liverpool brand

Liverpool's managing director Ian Ayre admits Luis Suarez's behavior has damaged the club's brand.

Suarez returned to action on Wednesday in Liverpool's Capital One Cup defeat to Manchester United for his first competitive appearance for the Reds since he was handed a 10-match ban for biting Branislav Ivanovic. In 2011, the controversial Uruguayan was handed an eight-match ban for racially abusing Patrice Evra, actions that Ayre says have hurt the club's global standing.

"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," Ayre told reporters. "We've worked a lot with him since the Ivanovic incident, and he's back to what he's best at - terrorizing defenders."

While remaining positive about Suarez's future with the Merseyside outfit, Ayre insists that there are plans in place should any similar incidents occur.

"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," Ayre said.

Ayre also revealed progress is being made with the redevelopment of Anfield.

"Our ambition is to stay at Anfield, and we're about 90 percent down the road in securing proprieties affected by redevelopment," Ayre said. "I'm reasonably confident, the first phase will be closer to 60,000 capacity."