In mid-2020, GVC Holdings PLC (now Entain) was under fire after various controversies and the exit of its long-term CEO. This coincided with a government review of UK gambling legislation, fierce lobbying from anti-gambling campaigners and the shutdown of all sport and betting shops due to the pandemic. Amid an avalanche of negative media coverage, the company embarked on a strategic re-set. The challenge for the Corporate Comms team was to build a compelling new narrative, with a positive story based around sustainability and growth engaging all stakeholders. They achieved it, and this is how.