• Former commercial director to leave at end of next season • ‘I feel proud of my achievements in the role,’ says Ayre

Ian Ayre will step down as Liverpool chief executive when his contract ends in May 2017 with the owners, Fenway Sports Group, to start the search for a successor “in the near future”.

The decision is not connected to the criticism Ayre received from Liverpool fans regarding the planned ticket price of £77 for next season. The move has since been abandoned, with FSG issuing a public apology. The Guardian understands that, privately, the owners take full responsibility, viewing Ayre as being more in line with the supporters’ stance.

Ayre first informed FSG of his plan to leave the club in December, two months before the February protests which included the mass walk-out after 77 minutes of Liverpool’s Premier League match against Sunderland. Ayre joined the club as commercial director in 2007 and became CEO after FSG bought Liverpool from Tom Hicks and George Gillett Jr three years later.

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Ayre said: “The time and the commitment over what will be 10 years, I think not that you walk away from being responsible or committed but you reach a point where you feel do you want to make that level of commitment and hold that level of responsibility 24-7 forever. And if you don’t or if you reach a point where you start to question that, then for me not just as CEO but a Liverpool fan then that is the right time to be passing the baton to someone else to take up the mantle.

“In the remaining 15 months I have as CEO I will continue to provide FSG, Jürgen [Klopp], the players and all the brilliant staff at Liverpool ongoing strategic leadership and a smooth transition.”

Ayre believes Klopp has made a real connection with fans and the city. “Jürgen is absolutely fantastic. If I had three goals in my mind, it was the transformation of the commercial and operational side of the business, stadium and football.

“Jürgen is well capable but that is not detrimental to managers that went before. He is outstanding to work with, he is infectious and he has had an effect on this football club, the supporter base, the city, everything.

“Historically the most successful managers at Liverpool have cracked that nut. He has not been here long but he is showing brilliant signs. Talk about me being from Liverpool and what does that mean for the role? I think the most important thing is to have a connection not just with the fans but with the whole thing and Jürgen has got that very quickly.”