This expression is a variant of "you have to eat it", "you have to put up with it", with some sexual intent, as "they put it on you, and they keep putting it in you". She was made famous by footballer Diego Armando Maradona when at a press conference (and in public) she was directed to journalist Juan Carlos "Toti" Pasman, who did not sympathize with him for criticizing his way of running the Argentina football team.
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