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Uruguay striker Luis Suarez has been banned from nine international matches and four months of football, meaning he'll miss the start of the season with Liverpool.

It rules him out of the rest of the World Cup, but the financial impact could be even more far-reaching.

Professor of sport business strategy at the University of Coventry Simon Chadwick told Phil Williams that the combined impact of the ban - including the loss of marketing revenue and the impact on Liverpool of both his reduced value and potential success in Europe - could mean that the one bite ends up costing the player and the club millions of pounds. This clip is originally from Phil Williams on 26 June 2014.