Andrew Moss, former CEO of insurance and investment giant Aviva, has been appointed as the new chair of the Sport and Recreation Alliance (SRA).

Moss, who led Aviva’s heavy investment in rugby union and athletics during his time at the company, will begin his three-year term on 1 January 2016.

With a distinguished career in financial services, Moss’ appointment is seen as a strategic move as the SRA seeks to grow its commercial activities.

He replaces outgoing chair and former MP Andy Reed, who has held the role since July 2011.

Emma Boggis, SRA’s chief executive, says Moss will help the organisation move into a "new stage of its development".

"Andrew brings with him a wealth of experience from 30 years of work with some of the world's largest financial organisations," she said.

“I'm confident that he will help the Alliance be 'fit for the future' so we can make the most of the opportunities ahead of us, as well as draw on the leadership skills which saw him head one of the world's largest insurers.”

• At Aviva, Moss spent five years as Group CEO and oversaw a staff of 36,000, delivering operating profits of £2.5bn. Before that he spent four years as director of finance, risk management and operations at Lloyd’s, the specialist insurance market. He has also occupied senior positions at HSBC and Citibank.