He was born in Manchester and also commentated on sports throughout his career, making regular appearances on Match of the Day and Grandstand.
A statement on his official website from representatives NMP Live read: "It is with great sadness that we can confirm the passing of Tony Gubba aged 69, following a short illness. Our thoughts are with his family."
Gubba appeared on all eight series of Dancing on Ice from 2006 to the most recent run in 2013, but took sick leave some weeks ago.
Last year marked Gubba's 40th season as a football commentator. He took over from Barry Davies to become the third-longest serving football commentator of all time on British TV, following John Motson and Gerald Sinstadt.
He first worked as a local newspaper reporter in Lancashire before joining The Daily Mirror. He also worked for the BBC, covering the Olympic Games in 1972 and every World Cup tournament from 1974 to 2006.
Dancing on Ice co-host Phillip Schofield wrote on Twitter: "It's with the saddest of hearts that I tweet the news that our dear friend Tony Gubba has passed away.
"We were all aware how poorly he was but this is very sudden and is a dreadful to everyone who knew & loved him."
He added: "A genuinely delightful, kind, dedicated & talented man... All my love and condolences to his family.
"I'm so glad I had the privilege of working with him & getting to know him. All of us at Dancing on Ice will miss him terribly. RIP Tony x"