Gary Lineker wasn't happy after a clue left The Masked Singer fans believing he was the famous face behind Doughnuts.
The footballer-turned-pundit took to Twitter to make a savage dig at the ITV show after a clue about crisps left some convinced it was him singing Eye Of The Tiger because of his Walkers ads.
Following the character's first performance last night, one fan tweeted: "Football, crisps, is it Gary Lineker?"
Another wrote: "Thought Gary Lineker for Doughnut - walking and eating crisps. Singing sounded nothing like him though."
But Gary was less than impressed to be associated with the show, sticking the boot into BBC's Strictly Come Dancing at the same time as he lashed out at the guesses.
He tweeted: "You’ll never see me on that show… or Strictly, ever."
But even that didn't throw people off the scent, with one replying: "METHINKS THE GENTLEMAN DOTH PROTEST TOO MUCH!"
And others expressed their disappointment, saying they'd be "glued" to the TV if he ever did take part in Strictly.
Check out all the theories so far about who is behind each of the characters
Someone who was happy to be linked to the show was ex-TOWIE star Mark Wright, who appeared to tease his fans that it was actually him inside the Doughnuts costume.
Taking to Twitter, he shared a doughnut emoji, leaving people convinced that he was revealing his identity.
One stunned fan asked him: "Is that a hint that you could be doughnut?"
While another wrote: "You big tease Mark!"
"No way," a third commented.
Mark's wife Michelle Keegan has also been linked to the contest, with some believing she's inside the Firework costume.
Could they both be on the show?
One fan told Mark: "Don't think you're the doughnut but I think your wife is the firework."
A second echoed: "Michelle Keegan is definitely Firework - bonus point if you are doughnut."
Who do you think is behind the masks? Let us know in the comments below
* The Masked Singer continues tonight at 7.30pm on ITV
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