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Luis Suarez and his sorry excuse for an apology
If you're going to say sorry, you should have the decency to say what you're apologizing for.
Danny ONeil
September 05, 2025
I like soccer. I hesitate to call myself a fan given the somewhat spotty nature of my expertise. While I follow the World Cup and the European Championships, and know what’s happening in the Premier League, I can’t name every team in MLS and I had absolutely no clue what the Leagues Cup.
At least I didn’t prior to the Seattle Sounders winning it last Sunday, and it’s possible the “fight” that followed the final was the only reason I bothered to learn what the Leagues Cup. More specifically, a Miami player did something to a Seattle player who then collapsed to the ground. The bigger issue was that there was video that showed Luis Suarez spitting into the face of someone who turned out to be a Sounders staff member.
It was freaking gross.
Earlier this week, Suarez issued an apology:
“First, I would like to congratulate the Seattle Sounders on their victory in the Leagues Cup.
“More importantly, I want to sincerely apologize for my behavior at the end of the match. It was a moment of high tension and frustration, and while certain things happened after the final whistle that should not have, that does not excuse my reaction. I was wrong, and I deeply regret it.
“This is not the example I want to set for my family, who suffer from my mistakes, nor for my club, which does not deserve to be affected by such actions.
“I feel terrible about what occurred and did not want to miss the opportunity to acknowledge it and apologize to everyone who felt disappointed by my conduct.
“We still have a long season ahead, and I am fully committed to working together with my teammates to achieve the success that this club and its supporters truly deserve.
“Thank you."
🔲 State what it is you said or did.
Nowhere does Suarez state what he’s apologizing for.
🔲 Acknowledge the impact your actions had.
He mentioned his family suffering because of his actions. He said his club does not deserve to be criticized. He does not acknowledge the impact his actions had on the GUY WHOSE FACE HE SPIT IN!
☑️ Apologize.
He said was sorry. Twice. He stated he was wrong.
🔲 Brief explanation.
The third sentence mentions “tension” and “frustration” before stating that something happened that shouldn’t have happened. This will always make an apology less effective. ALWAYS. If you believe that additional context is required, state explicitly what occurred. If not, don’t say anything about what prompted your response. If you make a general reference as Suarez did here, it will only make it look like you’re trying to dilute your own responsibility.
☑️ Make offer of amends if applicable or state changes you plan to make.
Suarez states, “I am fully committed to working together with my teammates to achieve the success that this club and its supporters truly deserve.”
☑️ Repeat your apology.
Apology grade: D
Fatal flaws
I think it’s lame that he doesn’t spell out what he’s apologizing for. I also understand that some public-relations folks consider it something of a cardinal rule not to specify or repeat a transgression.
If Suarez said, “I know people saw the video of what occurred …” it would be better than this.
An apology is a framework for moving forward, and if a person doesn’t acknowledge the action they are apologizing for, it makes it hard to do.
The fact Suarez does not apologize specifically to the guy whose face he spit in is absolutely wild.
Now, if he’d had a good editor, he might have been able to squeeze a ‘C’ out of his apology:
“First, I would like to congratulate the Seattle Sounders on their victory in the Leagues Cup. More importantly, I want to sincerely apologize for my behavior at the end of the match. It was a moment of high tension and frustration, and while certain things happened after the final whistle that should not have, that does not excuse my reaction. I was wrong, and I deeply regret it.
“This is not the example I want to set for my family, who suffer from my mistakes, nor for my club, which does not deserve to be affected by such actions.
“I feel terrible about what occurred and did not want to miss the opportunity to acknowledge it and apologize to everyone who felt disappointed by my conduct.
“We still have a long season ahead, and I am fully committed to working together with my teammates to achieve the success that this club and its supporters truly deserve.
“Thank you."
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