Eat My Goal was a long running, popular competition featuring Ant, Dec and all of the celebrity guests that were on that week. This segment was a call in segment and, like Splattoon, the view would control a celebrity guest.
Celebrity guests would take it in turns to take penalties, with Ant in goal. Callers would choose the celebrities they thought would win against Ant.
After Ant & Dec left in 2001, Brian became the new goal keeper with Tess and later Stephen, replacing Cat as referee. In 2003, a different celebrity each week represented two teams taking it in turns to be goalkeeper.