Luis Suarez: biting and what it says about our expectations in sport

Luis Suarez is in the news again today - sadly, for all the wrong reasons.

Much of the international sporting press is abuzz today with photos and reports on the alleged biting incident involving the Uruguan football star.

Allegedly, the man who only days ago ended England's World Cup dreams bit Italian defender Giorgio Chiellini on the shoulder. Cameras appear to have captured some of the incident, in a match that would later see Italy defeated 1-0.

This sorry episode might give us pause to consider the culture within top tier football.

After all, if biting is proven, this will be the third time this hugely gifted forward has committed the same offence. I'm far from an officianado on football, but even I know that Mr. Suarez was involved in biting incidents while playing for Ajax and then Liverpool.

In spite of this, earlier this week he remained in the crosshairs of recruiters for Barcelona and Real Madrid, two of Europe's largest clubs.

There is another side to this saga, though. It has to do with the way we, as a wider culture, treat top sportspeople - and celebrities in general. And whether we are, by tolerating bad behaviour, really helping them develop as well-rounded human beings.

In areas of our cultural life that are particularly important to us, especially sport and show-business, we are arguably far more tolerant of bad behaviour than would otherwise be the case.

This will remain true whether or not the response from football's governors turns out to be a very strict one in the Suarez case.

As a BBC interviewer put it to me this morning, 'I can't imagine keeping my job if I bit someone at work even once, much less twice or more!'

The fact is, when it comes to top tier sports, we often place much more emphasis on innate talent than we do on deliberately developed character.

This type of ends-justifies-means thinking just wouldn't be entertained in other spheres of life.

We seem to allow more rope to people who possess extraordinary levels of talent. Where they're concerned, we're readier to forgive and forget, without necessarily insisting on a proven change of heart.

Public redemption should be available to anyone who seeks it – provided, that is, they're willing to change where they must, with the help and support of others.

We're similarly hyper-tolerant when it comes to showbiz celebrities – or at least the so-called A-List.

We indulge their numerous relationship infidelities, for example, in a way that we don't with others in public life, including politicians. Even at a more everyday level, we're less comfortable with people who behave badly in our own circle of friends and aquaintances.

We treat showbiz stars as if, in some way, they are above many of the normal rules of behaviour.

In so doing, perhaps we rob them of the opportunity to develop grit, forbearance and genuine respect for others – all key elements of positive character.

Perhaps we rob ourselves, too. Those we elevate become those we eventually emulate – heroes quickly become role models, whether we'll admit it or not.

If nothing else, it's important for our children to know that there doesn't have to be a trade-off between talent and character.

Canadian-born pop-star Justin Beiber had his first platinum album at the tender age of around 15 years. He clearly has a precocious talent, yet he's spent much of his young adult life trying to extract himself from one scrape after another.

Arguably if he hadn't been so talented, we the public might have called him to account long ago. We might have forced him to reconsider his lifestyle choices and address the need to develop as a fully-rounded human being.

At the moment, much of his career is focused not just on damage control, but on achieving a form of pop-redemption. It's sad that he needs to spend so much of his currency of talent on clawing back lost respect. I hope he makes it.

Back in the world of sport, it's probably true to say that David Beckham was no saint in his days at the top.

Like all high-achievers he was driven by a desire to be the best – or at least the best he could be. All top tier sport has its rough moments; in the heat of the moment competitors may behave in ways they would not consider outside the field of play.

Yet Beckham has emerged as a man – albeit still a celebrity – who seems to have maintained his respect for himself, with a relatively sane sense of his place in the wider world, as an individual, a father and a husband.

As a result, he garners respect even beyond the world of sports, carrying himself with a level of dignity without being too serious about himself.

Along with other football stars like Pele and cricketers like Sachin Tendulkar, he reminds us that integrity is a choice; it's not something one is born with, like talent.

If football's officials respond in the right way, yesterday's World Cup incident may, in the end, be the making of Luis Suarez. If you love sport, you'll surely hope so. It might force him to take a much longer view of his life and his career future.

He won't always have his prodigious footballing talent to use as a ticket to the table of the elites. His crowd-drawing skills won't forever provide a cover for bad behaviour.

When his playing days are over, he'll need to call upon a deep well of personal character as he deals with the inevitable drop in adulation, and the need to find a new direction.

He'll need to kick start this process now, by surrounding himself with people who have permission to say 'no' to him.

He may need to explore the reasons for his behaviour and to receive guidance in changing his thought processes and reactions.

It might also help his personal rejuvenation – and his self-esteem – if he spent some serious time helping children and younger people to develop self-respect and character.

Talking openly about whatever struggles or psychological pressures have led to his behaviour problems would perhaps help him find peace. It would also give others permission to face their own torments.

There will be millions of football fans worldwide who wish Luis Suarez well – as long as 'well' means well in the truest sense of that word.