[article]"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," Ayre said at the Nolan Partners Sport Industry Breakfast Club.
"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."
"We have worked a lot with Luis since the last incident with Ivanovic and he has responded well to that," he said.
"He has been prepared to commit to that sort of work on his character.
"We saw him back last night and he looks like the good bits of Luis, which is terrorising defenders and we're pleased he is back, pleased he is contributing.
"As we said all along through the summer, we expected him to remain a Liverpool player. He has remained a Liverpool player and we all move on together.
"I saw some of his comments this morning that he was there for the team and wants to help us achieve whatever we can achieve this season."[/article]
